Facebook Marketing Campaign Examples — Food Brands
By looking at the Facebook marketing campaigns of large brands, a small business owner or entrepreneur can better understand how they use Facebook business pages to build awareness and promote. In this series of posts, we’ll review the pages of companies, by industry, that made Ignite Social’s list of the Top 50 Branded Facebook Fan Pages of 2010 vs 2009.
Below, I identify pages of food brands on that list, giving each brand’s rank in both years. Then I note Facebook page Tabs and campaigns that caught my eye.
Facebook Business Pages of Food Brands
Ferrero Rocher Facebook Page – Rank 23 in 2010, Rank 12 in 2009
- Wall Tab (Landing Tab) – Company comments and Fan reactions.
- Photo Tab – Only 1 photo.
- Discussions Tab – 32 discussion topics.
5 Gum Facebook Page – Rank 41 in 2010, Rank 48 in 2009
- Branding – Wm. Wrigley Jr. Co’s mission is to “stimulate your senses.”
- Wall Tab (Landing Tab) – Comments of Fans. The first comment was in Arabic when I stopped by.
- 5r Cochella Tab – “5 Gum brings you the ultimate sensory experience. Will you be ready?” and a Coachella live webcast.
- 5 React Tab – “The latest experience from 5 React,” and a mysterious video.
Nutella Facebook Page – Rank 22 in 2010, No rank in 2009
- Wall Tab (Landing Tab) – Comments of company and Fans. One comment from company is a holiday card to Fans.
- Nutella Around the World Tab – Lists country websites and their Facebook pages.
Oreo Facebook Page – Rank 5 in 2010, Rank 7 in 2009
- DSRL Menace Tab (Landing Tab) — “A hooded menace is threatening Team DSRL (Double Stuf [sic] Racing League). To see the clues and guess who he is, click Like.”
- Create a Team Tab – Create your own DSRL team by clicking Like and sharing with Friends.
- Recipes Tab – Recipe categories include beverages, parfaits, candies, cheesecakes, frozen desserts, pies, cakes, kids, and seasonal.
- Info Tab – Legal disclaimers in English, French and Spanish.
- Page graphic features a Fan a week, as in top screenshot.
- See more on Oreo’s Facebook marketing in this post.
Pringles Facebook Page – Rank 15 in 2010, Rank 8 in 2009
- Wall Tab (Landing Tab) – Company and Fan discussions.
- Local Tab – To join their Conga line (graphic above), I have to allow my data to be shared.
- Oversharers Tab – Gives Fans an opportunity to make an upload a video on their mate’s oversharing.
- Legal Disclaimers Tab – Legal language governing Fan participation in the page.
Reese’s Facebook Page – Rank 28 in 2010, Rank 23 in 2009
- It’s a Mini Tab (Landing Tab) – Reeses Mini product launch.
- Photos Tab – Company and Fan photos, including those selected in a Halloween photo contest conducted by WeReward.
- Reeses Rules Tab – Legal disclaimers.
Skittles Facebook Page – Rank 7 in 2010, Rank 5 in 2009
- Info Tab (Landing Tab) – Lots of text on products.
- Mob the Rainbow Tab – A game to click an icon and crash an 85-year-old grandmother’s birthday party? Options are to add photo, video, comment or even attend the event in person.
- Poll Tab – Example: “What is the best way to share Skittles?” Choices include a teleportation device, a rainbow boomerang or a classic slingshot.
- An in-depth look at Skittles Facebook marketing
Starburst Facebook Page – Rank 21 in 2010, Rank 21 in 2009
- Contradictions Tab – Builds on branding, “It’s a juicy contradiction,” for terms that make no sense together. You rate each contradiction, with the opportunity to post it on Facebook or to suggest your own contradiction.
- Unplugged Tab (Landing Tab) – Contradictory Music Videos, in cooperation with MTV.
- iPhone App Tab – “We’ve hidden contradictions and Starburst throughout five fun-packed scenes for you to scroll through…”