Facebook marketing: five Like-centric campaigns



facebook marketing

In the last post we talked about the Like Button’s impact on our online life, and consequently on the web marketing World. Today we are going to analyze a series of campaigns which have based all their creativity on that specific action: pressing the like button.

Bronx Men’s Shoes

There’s American company that makes men’s shoes. It’s not a well-known one, and it is looking for an international visibility. How to get it, if not with Facebook? Here is the idea: to place a billboard in Cape Town, with a man’s face where the beard grows when people put a Like on the brand’s page.

facebook like marketing

Actually it is not a Like put into the brand page, yet to an embedded tab app. Here’s how it works: you must connect with Facebook, then you receive  some info back – how many centimeters the beard has grown and some statistics about who took part to the game, mainly regarding the South African audience, obviously.

facebook like billboard

It is then possible to access a screen which shows a live-streaming video of the billboard with the (subtly) growing beard. The result? After 2 second at most, people close the page and go back to their life.

But in the meantime, the campaign had a crazy coverage on the web. When it is about Likes, visibility is guaranteed!

MINI: Fan the Flame

At the beginning of 2012 MINI has decided to create this funny installation, during a car show in Brussel.

As with Bronx Shoes’ case, again it is the connection between the Like and the live-dimension which makes the campaign interesting. By putting a “Like” to the MINI Belgium page, you could access to a live-website where showing your own like “in action”: the rope was burnt with a small flame, until the rope broke and the car was won by a lucky fan – the one who put the last Like.

What do you think?

KIA: Like Lab

Still into the automotive sector, let’s move toward KIA. Last year, together with the Seoul based agency INNORED, they launched the Like Lab, a campaign build around a secret fictional laboratory where KIA was “studying” its clients and the preferences they expressed on Facebook, in order to create a car perfectly designed to meet their tastes.

Everything was shaped into an app which interacted with the users’ data for making an interactive movie – vaguely on the same line of The Museum of Me by Intel. You can see one of the videos here.

kia facebook like lab

You might have noticed it, maybe not fot the app but for sure thanks to the tv commercial, that was an integral part of the KIA campaign.

New Yorker

This is a quite odd campaign: the New Yorker (now counting 425 thousand of fans) last year designed an initiative we might place in the middle between marketing and social experiment. An article written by Jonathan Franzen has been shown only to the ones who put a Like to a tab on the Facebook page of the newspaper.

New yorker

Even if the campaign was neither brillant nor incredibly smart, it has been certainly a remarkable success: more than 17 thousand new fans for the page, and a great result for what concern the engagement, as a New Yorker spokesman told to Mashable.

facebook like campaign

All added to a decent media coverage, above all because the initiative was about an industry that is not so skilled on the interaction with online communities.

Stüssy Amsterdam

We’ve recently heard about this campaign: there’s a picture with a model, and she’s wearing all the clothing set from the spring-summer collection of this brand, in different layers. For every single like, she will take off one piece. A strip based on likes, basically.

facebook like campaign

The brand is Stüssy,  founded in the 80′s in Orange County as a surf-wearing and hip-hop clothes brand, and today active in several cities in the World. Among those Amsterdam, where the campaign has gone live.

No one really understood which Likes where counted: the ones to the page (now with 16 thousand fans) or the ones to the album (around a thousand Likes)? The fact is that the campaign is now over and – after 39 shots and a bit of uproar – this is the result:

facebook like

Creatives from Arnold Amsterdam, the agency that designed the campaign, replied to criticisms showing an opposite point of view: “As you can imagine the model must be suffocating under that many layers of clothing. It is almost a public duty to free her out of this misery so we are expecting Facebook fans to help out here. Like and undress.” (more details here).

Surely a not-casual PR move, as the case bred lots of curiosity, at least among insiders.

If we look at the reactions to the page – rather variegated – it is difficult to evaluate the success of this initiative. I’d say that the border line is somehow clean: there are people who consider it a brillant movement, and they followed the initiative with interest, and fans who think that the brand has lost its dignity, with a sexist and unacceptable action.

facebook like

After all it was a smart move, able to attract the attention, in a World where the woman’s image, into certain industries, is still relegate to old and well-defined clichè.

By remote chance, it reminds me of some of the campaigns we mentioned yesterday, the ones where “a dollar is given for each Like” to a certain no-profit association. This is true in particular if we link this concept to the image – the classic image we’ve all seen in movies – of the man who throws money to the stripper, during a strip in a night club.

Generally, it’s about one dollar bill. And with this, we closed the loop.

Guido Ghedin



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