Facebook being the most popular network in India with 78 million users, is also often the most used or abused platform in social media marketing. And its ability to connect with a large number of people and their friends and family makes it ideal for pushing brand messages. Businesses are using the network in many creative ways to do that, thereby also building their fan base.
While the first quarter of 2013 brought many interesting Facebook campaigns to the fore, we are glad to find some more interesting campaigns that have leveraged Facebook creatively in the second quarter.
Here, we bring a list of 10 cool Facebook campaigns that stood out in Q2 2013, for being oriented to their objective, for being creative, for building a bond and most importantly, giving away relevant incentives to their fans. This list is not ranked in any order.
1. Tupperware India – She Can You Can Facebook app
Enabling Tupperware’s vision to ‘Enlighten, Educate and Empower’ women across the globe, the second edition of ‘She Can, You Can’ has roped in Hina Shah, a mentor for women entrepreneurs this year. The SCYC initiative has a Facebook app in addition to a microsite inviting women to share their success stories, alongside a link that helps them connect with the direct seller brand or join it. SCYC is an impressive campaign with a long term vision towards community building and the right call for action. Read more about the campaign here.
2. MoneyGram – Ultimate Cricket fan Facebook hunt
MoneyGram, a financial institution specializing in money transfer services is also the sponsor of ICC till 2015. In a view to strengthen its association with cricket as well as a cricket loving nation, MoneyGram conducted a Facebook hunt for the ‘Ultimate Cricket fan’ during the ICC Champions Trophy. Phase 1 required fans to get votes on their photos with cricket gear and their reasons to be the ultimate cricket fan, while final phase needed a video entry convincing the judges about their passion for the game. The selected ‘Ultimate cricket fan’ reported live from the matches on the social media properties of MoneyGram. Read more about the campaign here.
3 Once Again – The Tagging Drive on Facebook
Once Again is a Bangalore-based NGO that takes items that are not in use anymore, sells it at a minimal price to the underprivileged and uses these funds to empower them through various sustainable projects. The NGO launched a tagging drive on Facebook that would help drive donations as well as spread the word, with the help of Ogilvy One. The campaign began organically with a set of volunteers tagging their friends’ clothes, shoes and bags. When the tagged friend clicked the notification, she was driven to the Once Again page which highlighted the message. Read more about the campaign here.
4. Fox Traveller – Where will your signature take you?
Fox Traveller, the travel and lifestyle channel from Fox had launched an unplanned, surprise journey for its Facebook fans, in partnership with travel company Yatra, weighing on its principle of ‘This journey is fun!’ Embarking on a new journey called ‘UN’ where un refers to unwind, unplanned or unmapped journeys that take the traveller by surprise, Fox Traveller invited fans to a Facebook contest where their signature would decide their destination. Fans could also invite friends who will in turn try their luck too. Only a fan with the maximum number of friends confirming to travel, make it to the final level. Read more about the campaign here.
5. Bisleri – Real time countdown Facebook cover photo
Synonymous for mineral water in India, Bisleri decided to embark upon an innovative route, as the Facebook page was soon going to reach the 1 lakh fans milestone. The result of which can be termed as India’s first real time countdown Facebook cover photo, that changed in real time to reflect the final countdown towards the 1 lakh goal. The feat that was achieved by smart use of Facebook API and coding, is also a first in India. Read more about the campaign here.
6. Idea Cellular – Idea rocks India Facebook auditions
Telecom brand Idea Cellular conducted Facebook auditions for its talent hunt contest ‘Idea rocks India’, aside from auditions on the phone or the website. A Facebook application on Idea’s Facebook page hosted an audition room, that took in registrations just as in the offline world. After registration, fans could record and submit their audition song through the app. Simple layout and design with good execution and checks in place, is what sums up the Facebook audition app. Read more about the campaign here.
7. Lufthansa India – Star Chef Recipe Facebook contest
Lufthansa India, the leading European airline in India had conducted the Lufthansa Star Chef Recipe contest through a Facebook app, where participants needed to impress the jury of celebrity chefs with their original Indian main course recipe. After a shortlisting by the chefs which was followed by a Facebook voting, 8 participants were invited to a live cooking contest. The winning recipe would be featured in the Lufthansa in-flight menu, whereas the creator won a trip to Germany and a 3 month internship at a Leela hotel. Read more about the campaign here.
8. Hindustan Times – No TV Day Facebook
Hindustan Times was back with its No TV Day initiative this year, but had completely scraped the microsite this year to give way to running the promotions entirely through Facebook. The Facebook page had a range of apps right from registration for the event to the day long activities information and the various contests in partnership with other brands. One could also share photos from last year’s event in a cover photo contest. Besides, fans were rewarded with prizes for being the most active user. For an annual event of this nature, the Facebook execution made more sense as it helped build a bond with patrons of the event. Read more about the campaign here.
9. The Muthoot Group – Flip cricket Facebook app
This IPL 6, The Muthoot Group, one of the oldest and largest financial groups in India, partnered with NGOs like Save The Children and Magic Bus to bring about a change in the lives of underprivileged children. Along with offline activities, the financial group also roped in the Facebook fans towards the contribution by a fun Facebook app called ‘Flip Cricket’. Every run scored on the app added up to the contribution. Well designed, smooth execution, navigation and cool incentives made flip cricket app a memorable one for a CSR activity. Read more about the campaign here.
10. National Geographic – Nat Geo Moment awards Facebook app
Nat Geo Moment Awards, the most awaited and prestigious photography competition by National Geographic launched its standard Facebook app to run the contest for fans on Facebook alongside a microsite. A clean layout, informative tabs and smooth execution created for a good user experience on the app. As always, the incentives were relevant with the grand prize being a chance to travel with the Nat Geo crew as a photo blogger for their next project. Read more about the campaign here.
This list is compiled from campaigns that we had reviewed in the second quarter and so might not be a comprehensive one. In case you know a great Facebook campaign that we have missed out on, do share about it with us. Also, don’t forget to share your favourites from this list.
Image courtesy: timeslive.co.za