• Gentech Marketing

Learn Why These 6 Facebook Campaigns Are Brilliant and Why They Work!

If you’re scrambling for a fresh way to approach your next Facebook campaign, you’re not alone.

Given the recent changes to the Facebook algorithm, many marketers are stuck scratching their heads when it comes to their future on the platform.

“How can I make sure my posts aren’t getting buried?”

“Should we totally give up on organic reach and go all-in on ads?”

“Which sorts of ads are going to give us the most bang for our buck, anyway?

Perhaps the best way to break down the answers to these questions is by assessing what is working for brands today.

Listen: now’s a prime time to reassess how you approach Facebook. That’s why we’ve outlined some recent success stories from brands, ranging from killer ads to smart posts that receive tons of love organically.

And with these brilliant examples from big brands in mind, you can roll out your own Facebook campaign that totally slays.

1. Airbnb

Time after time, Airbnb ticks all the boxes of how brands squeeze so much out of their Facebook presence.

Airbnb relies heavily on user-generated content from their satisfied customers to fill their feed. This allows them to show off eye-popping, exotic locations that their followers can fall in love with.

And since Facebook’s algorithm favors visual content over links, such a strategy spells good news for their organic reach.

Additionally, the brand uses any given campaign as an opportunity to go back-and-forth with their customers. By emphasizing customer care and picking their fans’ brains through asking questions, their posts stand to score more engagement as a result.

Airbnb is also cited as a success story by Facebook themselves for how the brand managed to take advantage of remarketing ads. The brand basically targeted on-site visitors who looked up potential vacation spots and then served them laser-targeted deals.

Not only did Airbnb manage to triple their Facebook ad ROI, but also lower their cost per acquisition by 47%.

Not bad, right?

2. Halo Top

Halo Top is a shining example of a brand that knows how to drive positive discussion on their posts.

As part of Facebook’s recent algorithm changes, the platform cracked down on excessive engagement bait. That is, brands can’t shamelessly beg for comments, “Likes” and tags in an attempt to game the algorithm.

Halo Top implements frequent tag-a-friend and giveaway posts, but does so in a tasteful manner that doesn’t feel desperate. This is done in part by having a diverse content strategy that’s constantly cycling through different types of posts.

Questions. Fan photos from Instagram. Bite-sized videos. All designed to encourage comments.

The key to any successful is engaging with your audience. Halo Top does exactly that by mixing things up with their audience, commenting back-and-forth and giving their followers something to look forward to.

Oh, and the brand is also living proof that social media contests still have their staying power.

3. Denny’s

Denny’s is somewhat of an anomaly when it comes to their social presence.

Not afraid to post the downright bizarre from time to time, Dennys’ success is proof that sometimes the road-not-taken actually helps get more eyes on your brand.

These sorts of posts are also prime for comments whereas “safe” content could otherwise go ignored.

Brands could learn a lesson from this approach to driving engagement without ruffling any feathers in the process.

Recently, Denny’s maintains their humorous tone while finding success moving away from solely posting memes or off-the-wall images.

In fact, Facebook notes Dennys’ success using short-form video ads. A recent Facebook campaign saw the brand using bite-sized videos to reinforce their TV campaigns with great success.

The takeaway here is two-fold.

For starters, video content is totally killing it on Facebook, amassing billions of views per day as more and more marketers are shifting their ads from static to video.

Secondly, while the jury might still be out on the ideal length for Facebook videos, there’s certainly value in short-form content.

Easy to digest at a glance and complete with or without sound, such videos can grab the attention of scrollers on the go and don’t require as much of an investment for marketers to produce.

4. Toyota

The power of authenticity and user-generated content are both well-documented but are perhaps best displayed by Toyota’s “Feeling the Street” Facebook campaign.

In this contest, Toyota put out the all-call on Twitter and Instagram for street musicians to show off their style using the #FeelingTheStreet tag.

After acquiring entries, the brand actually used that fan-submitted content as the basis for a series of Facebook ads.

The resulting campaign exceeded Toyota’s wildest expectations.

According to a case study by Stackla, Toyota’s Facebook ads featuring their Feeling the Street musicians resulted in 1.2 million engagements and a 440% increase in total Facebook engagement over the previous year.