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The 10 Best Facebook Campaigns

Facebook marketing campaigns seem to be going all warm, caring and fluffy recently as brands realize that solving problems and helping those in need can be a very effective marketing tactic.

Three of the Facebook campaigns in this list have an altruistic reason behind their campaigns, from donating $500,000 each to 20 schools to raising funds for the “Make A Wish Foundation”.

The marketing goals for the Facebook pages vary but quite often the simple goal of just increasing their fan count to their Facebook page seems to be top of the list as brands have worked out very quickly that being able to communicate to 1,000’s or even millions of fans via a simple status update is very efficient highly leveraged marketing. Companies have also realized that  people’s main reason for becoming a fan for the most part is not so charitable, but is about having access to the latest special offers and freebies.

10 Best Facebook Campaigns

1. Kohl

The Department store Kohl’s gave away $10 million to various schools decided by the votes of their fans on Facebook. It was an excellent promotional campaign as the 20 schools with the most votes were each given $500 thousand. Kohl’s Facebook page sky rocketed to well over a million fans, and the winning schools each tallied well over 100,000 votes. Kohl’s hit it out of the park so to speak with this campaign centered around the social network, and they did an excellent job utilizing social media tactics to help in its social responsibility efforts.

10 Best Facebook Campaigns Kohl

2. Target

In February of this year, popular department store Target left the choice of where to donate $1 million into the hands of their fans on the social network. The company used an application titled “Super Love Sender” and kept fans updated in real time which charity was in the lead. St. Jude Children’s Research Hospital ended up being the winning charity. Overall though, the excellent campaign was a complete success as it created quite a boom on the store’s Facebook page.

10 Best Facebook Campaigns Target

3. Ford Explorer

2010 saw a shift in Ford’s promotion techniques as they began gearing their campaigns towards social media outlets, and they really pushed the boundaries with innovative ideas. This past summer they released tidbits of info leading up to a Facebook event unveiling the 2011 Ford Explorer. The campaign was the first time a car company has ever used a website to reveal their new model as opposed to an auto show. Ford also went as far to randomly select one of their fans to giveaway a free Explorer upon their fan total surpassing a certain number.

Read more about this at 10 Key Elements Of One Of The Top #Facebook Marketing Campaigns Of The Year.

10 Best Facebook Campaigns Ford Explorer

4. Jack In The Box

Popular fast food chain Jack In The Box, and their slightly creepy mascot Jack, added a nickel in an imaginary jar for every new fan they accrued on Facebook in their October Rich Fan Sweepstakes. They started at just over $2,000, and when they gave away the money about a month later to a randomly selected fan, the jar was up to over $11,500. Needless to say, giving away free money is one of the best and easiest ways to acquire new fans on the social network. It was certainly a creative campaign though that helped the fast food chain see an explosive increase in fan numbers.

10 Best Facebook Campaigns Jack in the box

5. Bing and Farmville

A little before the beginning of Spring, Microsoft’s Facebook page for Bing launched a campaign that helped them accrue almost a half million new fans on the social network. The search engine did this by giving away FarmVille currency to all new fans that hit the “Like” button. Bing drew in great traffic and their page grew rapidly, but engagement of the content on the page was drawn into question. The Microsoft page responded by making itself a hotspot with the latest news about the popular Zynga developed game to keep their new fans around.

10 Best Facebook Campaigns Bing

6. Papa Johns Pizza

The first pizza chain’s Facebook campaign to appear on our Year End list is Papa Johns. They promoted their Papa’s Speciality Pizza Contest using Facebook, and it created quite a buzz and a growth in fans as a result. The contest put the fans taste buds and creativity to the test as it was up to them to come up with a new pizza for the company. The winner also saw a piece of the profits, so it was not too much of a surprise that this creative campaign helped the popular chain’s fan-base on Facebook continue to expand.

10 Best Facebook Campaigns Papa Johns

7. Southwest Airlines

To go a whole list without mentioning at least one company that has utilized Facebook’s new popular feature, Places, just would not be acceptable. Southwest partnered up with the Make A Wish Foundation for an excellent charitable promotion that had the airline donating a dollar to the organization every time a passenger checks into a Southwest served airport. The promotion has had great success, as it is for a great cause, and it has it helped Southwest gain over 1 million fans on the social network. Be sure to check in on your next flight and join an excellent campaign.

10 Best Facebook Campaigns Southwest

8. Kellogs

Popular cereal company Kellogg’s teamed up with Feeding America, and the Facebook page Kellogg Cares comes as a result. The page has been a quick increase in fans, and the content posted makes it such an interactive success on the social network. The page’s aim is to educate younger generations on proper nutrition through posts and video updates. Kellogg’s used Facebook in an extremely humane fashion to raise awareness for a particular issue.

10 Best Facebook Campaigns Kellog Cares

9. Domino’s Pizza

Domino’s Pizza has completely revamped its brand image this year through advertising campaigns, and a heavy focus on interactive social networks. As they were coming to the realization that their pizza previously tasted similar to cardboard, they started a tab on their Facebook page where fans could voice all of their complaints with the popular chain. Regardless of any opinion on whether their new pizza has actually improved, their use of Facebook to listen fans opinions was a great way to begin to improve a deteriorating image that was initially attached to their brand. Domino’s continues to be extremely interactive on the page offering responses and updates for fans.

10 Best Facebook Campaigns Dominos

10.  Corona

Corona Light cross-media campaign this past year included a goal to become “The Most Liked Light Beer In America.” A most notable part of this was to use Facebook, and by fanning the page you could see your picture up in the bright lights of New York City’s Time Square. The campaign was a great social media success in the sense that it had fans interacting on the pages as well as spreading the story of the billboard by word of mouth. The billboard ran for a month until the beginning of December, and many fans were able to snag pictures and be a part of this Facebook-based advertisement.

10 Best Facebook Campaigns Corona

So what is a Facebook marketing campaign that you have noticed recently that impressed you? Look forward to reading it in the comments.

This list was sourced from Allfacebook.com which is a great resource for finding the latest information on all things Facebook.

More Reading:

How Effective Are Facebook Ads?

10 Key Elements Of One Of The Top #Facebook Marketing Campaigns Of The Year

How To Increase Your #Facebook Page Fans By 1,000%

Jeffbullas's Blog


  • Good compilation, but I miss brands like Nokia, Sony or Starbucks… Old Spice?

    Passion makes the difference

  • Has there been any flack regarding Dominos looking inauthentic? Otherwise, great mash-up of the leaders! @meglub

    • No not yet, let’s hope the brand police don’t show and for poetic licence, let’s just call it a representative image 🙂

  • Thanks for the comment and having a top 10 for smaller companies that have a limited budget sounds like a good idea for a post

    • Nick Pitman

      Hi Jeff, thank you for your article. Did the article ever get done?

    • Jon Reese

      Have you created a “Top 10 best facebook campaigns on small budgets” post yet? If so, where can I find it? Thank you!

  • Thanks for the comment Sarah and it sounds like you had some fun putting the campaign together

  • Thanks Tanith for your comment. There is nothing like a “Win..Win” to keep the wheels of commerce and charity’s wheels spinning.

  • Thanks for the comment and I hope it inspires your clients

  • Hey.. what about the awesome IKEA campaign: http://youtu.be/0TYy_3786bo ??

    • I see the start of another list !!

    • Ed

      There’s no way you can forget the IKEA campaign… one of the best use of facebook and all the tools it provides.

    • wow, thanks for sharing this. Shows how existing functions can be leveraged to create meaningful and persistent engagement. Like and Win, Tag and Win, Share and Win have all been thrashed to cynical death – but that was actually NICE

    • Chelsea

      It’s a great campaign but violates Facebook’s rules that you cannot require someone to tag themselves to win something. IKEA risked having their entire company page and this page shut down by doing so.

  • Jeff, these are fab! But we’ve seen most of them so many times. It would be awesome to see some fresh campaigns (from smaller comapnies)

  • Anonymous

    Nice list, but I think Amex Small Business Saturday deserves consideration. 100K fans in less than a month.

  • Anonymous

    Interesting, always useful to see Facebook campaigns.

    Can I just ask, what makes them so good? Are you talking from a purely creative sense that they look good or did they actually increase sales/donations/awareness? If so by how much?

    Just seems like a lot of new applications with nice creative but surely Facebook apps and campaigns are more than that now?

    Also – how much did they cost? Did they use Ads to drive? In my experience no ads then tabs don’t get used very well. Also – with the majority of interactions taking place on post updates rather than the wall how did that integrate?

    Lots of questions I know.

  • Sales

    We are a startup and just launched our iframe based app for our fan page http://ow.ly/4JaIx

  • I’m not very impressed.  These are supposedly the best Facebook campaigns, but they also spent millions of dollars doing it.  I think the best campaigns are the ones who can gain the most fans with the least amount of money spent.

    • Thanks for your comment Matt. The challenge with any business is to see what the best of breed are doing and then work out how to do “more with less” . That is the constant challenge for marketers. Cheers

      • Jim

        You’re all wide of the mark. If we are talking the ‘best’ Facebook campaigns then I’m amazed there is no mention of the UK ‘Rage Against The Machine’ campaign on Facebook vs Simon Cowell. It re-wrote the music industry books, set a Guinness World record, raised over £160,000 for charity, and re-formed a legendary band http://fb.com/ratm4xmas

  • Nice post thanks

  • Craig

    How about displaying successful campaigns from so called “mom and pop” type businesses without mega budgets?

  • Crazyflux

    Volkswagen has a neat FB campaign running at the moment, it takes fans behind the scenes on what it takes to make a commercial getting them involved throughout the entire process – http://www.facebook.com/vwcanada?sk=app_135745576502974

  • Great Post…would love to see the “average person” or “small home based business” successes shared.  Isn’t that what social media is all about the average person no longer has to wait to be discovered….they create their own online success.  #justsaying

  • Great Post…would love to see the “average person” or “small home based business” successes shared.  Isn’t that what social media is all about the average person no longer has to wait to be discovered….they create their own online success.  #justsaying

  • Red Bull also has a very good fb page…

  • Anonymous

    Thanks for your comment and take the first 10 smaller companies, which have a limited budget seems like a good idea to post
    SEO Company India

  • Type your comment here.
    I go to Kohl’s all the time… have
    personally always loved their stuff, but I keep coming across stories
    of people who have had really bad experiences with the company. There
    are some really funny vents about it here.

  • Reakamkar

    Is it possible to acquire fans without giving money away at all?
    It seems all everyone is doing is BUYING fans for short term through competitions and giving money away!

  • Terry Torok

    great post Jeff – great launching pad for raising the bar in what is yet to come ! 

    Terry Torok  SocialWhirled… 

  • Chris

    I am not impressed either. I have an ad campaign already in mind and I now need to implement it.

    Owner Cel Financial Service
    CTEC Tax Preparer Registered Bonded California
    Please visit my website for all your Fillmore Income Tax needs.

    fantastical widget.
    thank you so much.

  • Great campaigns. Check this one out. Very cool. Small Swiss Mountain town rivals some of the biggest brands with their campaign. http://www.simplyzesty.com/facebook/easily-the-best-facebook-campaign-ive-ever-seen/

  • Very nice list…it definitely has given me some ideas on how to create a campaign for my fanpage

  • Amanda

    Where is Burger King’s Whopper Sacrifice campaign? That was brilliant. Most of these are generic compared to some really cool stuff out there.

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  • Jenae

    What About Ikea ? – They did a photo gallery in their FB, then challenged fans to tag items that they wanted. The first to tag each item won their item. Brilliant in my opinion, as the tags would be viral through likes, tags, and shares, and it probably led to several purchases once people developed emotional attachment to products that were already won/ claimed.

    I’m more keen on campaigns that connect to purchase activities or direct brand engagement. Buying ‘likes’ seems counter intuitive. I rarely go back to FB pages I like for a contest.

  •  This is a really good site post, im
    delighted I came across it. Ill be back down the track to check out other
    posts that

  • Are there some discounts on the Facebook?

  • On the contrary, i’m impressed. Facebook is of one the sites that allows users to communicate
    with their favourite brands and gives companies the possibility to
    incorporate unique features and interactive campaigns.

  • comotzi

    Ass long as they are for a good cause I think there worth it

  • I don’t think so. Hands down for best campaign was the Sade tour. 

  • I don’t think so. Hands down for best campaign was the Sade tour. 

  • agreed to u mate the campaigns should be handled in a proper way with a subtle market to target 

  • Hi Julia. The release date was March 2011

  • This article has a lot of unique and quality information.

  • Anonymous

    The following practical application is definitely really paralyzing! You may have ended up cautioned. Any time I’m just working with a terrible working day, I bring research a articles during this practical application but it all of would not might seem hence terrible now days. Simply, people today out of globally posting for the not-so-great issues that a short while ago taken place directly to them and various buyers “rate” its discussions. You may pretty much waste material at a distance working hours with working hours looking through a discussions plus commentary during this app- if you don’t have plenty of time so that you can waste material, reside a distance made by this Mobile fun practical application!

  • Type your comment here.I’m not very impressed.  These are supposedly the best Facebook
    campaigns, but they also spent millions of dollars doing it.  I think
    the best campaigns are the ones who can gain the most fans with the
    least amount of money spent.

  • Type your comment here.I’m not very impressed.  These are supposedly the best Facebook
    campaigns, but they also spent millions of dollars doing it.  I think
    the best campaigns are the ones who can gain the most fans with the
    least amount of money spent.

  • Hurrah!  Commonsense at last.  Lazy management has been the cause of
    Britain’s manufacturing demise.  Let us hope this example is copi

  • Great article. For my Facebook page, I’m currently using a site called
    GetLikesEasy to gain free Likes. I’ve already received more than a
    thousand new Likes for my page. I highly recommend it!  Great article. 

  • What does it takes to become a professional image consultant and fashion stylist?

  • What does it takes to become a professional image consultant and fashion stylist?

  • What does it takes to become a professional image consultant and fashion stylist?

  • What does it takes to become a professional image consultant and fashion stylist?

  • I agree with Matt, anyone can spend a fortune and get customers but not necessarily a good return on their investment. Try doing it on a shoestring!

  • I agree with Matt, anyone can spend a fortune and get customers but not necessarily a good return on their investment. Try doing it on a shoestring!

  • i m 

  • An excellent resourceful article! it’s always a privilege to get access to campaign case-studies! Thank you very much.

  • Social media’s are great place for any campaign and Facebook is best for marketing any brand.Thanks for meaningful share.

  • mountain bike skills

    Very nice post. I just stumbled upon your blog and wanted to say that I have really enjoyed browsing your blog posts.

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  • monviel

    do you have new facebook campaigns for the new facebook timeline page?

    • I think that sounds like a new blog post coming up. 🙂

  • Matt

    I really can’t believe spending that sort of money on a facebook campaign is even slightly worth it. If people are liking your page because they like the product, then maybe it will gain a bit of visibility, but if you’re just giving away free stuff, they’ll like the page and never even look at it! Waste of money if you ask me.

  • Guy S-P

    Blimey Jeff, some (but by no means all) of your readers are a tough gig !!!

    Keep up the good work, I think your work is gr8.

    • Thanks Guy and it always interesting to read the comments. Bloggers get the gift of thicker skin every year on the birthday 🙂

  • All of these campaigns have the commonality of engaging the audience. As the pp mentioned below, they obviously sank quite a bit of money into the effort. I’d also like to see examples of big connections on a smaller budget. Regardless, it does prove that interactive campaigns work. Non profits or organizations with lower budgets can definitely glean ideas from the success of these larger campaigns. Contests and polls are an easy way to engage people without spending a lot of money. On another note, perhaps WalMart should follow the lead of Kohls and Target and create a “feel good” Facebook campaign that will restore their image a bit, even though they do have over 24 million likes.

  • These kinds of Facebook campaigns are obviously very effective, but what about when the campaign is over? I know that if I’m asked to “like” something to help a friend win a contest, when it is over i usually unlike the page. I don’t shop at Kohl’s, and can’t even name one near me, but I would definitely like it just for the duration of the contest to help a school get $500,000. I wonder if there is any research on the numbers after the contests, especially if someone didn’t win the grand prize (such as the Ford Explorer).

    Elizabeth Staub

    Tulane University

  • rachel

    Always so interesting to look at past campaigns that have worked (even if they aren’t “the best”) to help other businesses succeed as well!

  • Looking back at these campaigns drive huge feelings of nostalgia. The IKEA campaign was brilliant. Great post Jeff – An oldie but a goodie.

  • Jenn

    I like theinternetmostwanted.com interesting health facts campaign:

  • Spook SEO

    Sadly, Facebook is no longer designed this way. Those huge banners are
    rarely appreciated unless there is something functional when you click on them.
    Status and timeline photos are the most common ways to reach out to people now.
    Maybe infographics could also do the work.

  • It’s a great campaign but violates Facebook’s rules

  • All design collections are good.

  • Casey Ohman

    I think these have been some very good Facebook campaigns. Creating a campaign to increase followers by allowing these fans to give to charities by liking the page or simply voting, is clearly a very successful way to gain followers. It can also be seen that any campaign that allows consumers to voice their opinion easily on Facebook or to give suggestions will also increase the number of new followers.

  • Valentina Portnova

    Excellent selection.It inspires new campaign!