Facebook Studio was created to celebrate the agencies and marketers that are showing what creativity can accomplish in a connected world. Facebook Studio is a resource to get recognized for creative work, be inspired by great campaigns from around the world, and learn how to strengthen your Facebook strategies.
The following are creative campaigns by Ogilvy & Mather that exhibit best practices on Facebook. Each of these fantastic campaigns have the potential to win a Facebook Studio Award. Please feel free to show your support by clicking on your favorite campaign, and then Like it on Facebook Studio.
When you think of visiting China, you might consider the history of Beijing, the sophistication of Shanghai, or the ancient terracotta warriors of Xi’an. But is the Western city of Chengdu on the itinerary for YOUR next trip to China?
With its recent rapid development, Chengdu was ready to welcome the world. But we weren’t quite on the map for travelers. We needed to give people a reason to go. That was our challenge. Our solution was to establish the city via its famous and lovable icon, the Giant Panda.
We knew to truly reach a global audience, we needed to use the only truly global social platform for communication: Facebook. We launched the Facebook Page to recruit ambassadors for Chengdu Pandas around the world and named them the Chengdu Pambassadors. Hopefuls began their PandaQuest on a Facebook App, where they registered to become the next Pambassador and completed simple activities to create personal, shareable content, like panda-fying their cover photo.
We wanted to identify credible, influential candidates that were truly passionate about panda conservation and who would promote their cause, so we put their friends at the center of the experience. To really stand a chance, hopefuls needed to collect friend testimonials and supportive ‘panda hugs’ to prove themselves worthy of becoming a Pambassador.
To fuel conversation around the world, we created original, localized and easy to share content for nine different countries in seven languages to give our single brand Page a truly global feel. Singapore posted hand-drawn panda comics, the UK jumped on the Gangnam style meme with ‘panda style’ and the US tracked the birth of the San Diego Zoo’s panda cub. We optimized our local content from Page Insights to publish more of the stories our audience loved.
Finally, we used Page post ads and sponsored stories to share Chengdu pandas beyond our fans, to engage with their friends, and ignite the graph to reach millions of people around the world.
In three months, Chengdu Pambassador touched over a tenth of the Facebook universe. Our Facebook Page results went beyond expectation:
• reached over 110 million people
• grew the community to 411,000 fans from zero
• 45,000 PandaQuest entries worldwide, and 405,000 supportive actions from friends
• 29% People Talking About This
• 6.8 million Facebook actions
• majority of posts received over 2,000 interactions
• over 10 posts received over 30,000 Likes, comments, and shares
• Facebook ad CTR of 1.14%
Even Mark Zuckerberg liked a post early in the campaign, helping Chengdu Pambassador propel to a remarkable level of global engagement.
Pandas quickly dominated conversation both online and offline:
• 1.6 billion media impressions
• Facebook media: 369 million impressions, 37% of which earned their way into the news feed
• Traditional media: 900 media outlets across 30 countries in 13 languages, including coverage on Wall Street Journal, ABC, CBS, British BBC, Global Al Jazeera, Japan’s Kyoto News, and CCTV China
Awareness tracking on Facebook confirmed that Chengdu Pambassador had successfully connected Chengdu as the home of the Giant Panda, achieving our communication objective. Correct identification increased from 19% to 43% in the UK, from 14% to 27% in the US, and from 58% to 75% in Singapore (source: Facebook brand tracker, December 2012).
Alzheimer’s Disease International asked Ogilvy Brussels to come up with an extremely low cost awareness campaign on World Alzheimer’s day, September 21, 2012. Worldwide, 36 million people are believed to be living with Alzheimer’s. Millions of others are affected indirectly. Today, it’s not enough to just talk about it. People needed to experience it themselves. As we were briefed on a global campaign, we had to choose a global social platform. We believed the Facebook Timeline offered a perfect opportunity to create an emotional experience. People were asked at www.alzheimerday2012.org to support World Alzheimer’s Day and to donate their Facebook Timeline on Friday, September 21 by installing an app in their browser. This app lay dormant until activation on September 21, when it “wiped out” users’ entire memory from their Timeline, including pictures, status, videos, friends, and so on. In their place, a new message appeared, saying, “Imagine your life without memories. For 36 million people living with Alzheimer’s disease, this is reality.”
The campaign’s goal was to reach the maximum number of people without spending 1€ in media and with a minimal production budget. To accomplish this, the creative idea and execution had to be strong and appealing. With no budget for promotion, we relied on word of mouth and crafted an emotional short video to get the attention of online influencers who would spread the campaign. And it worked. Our actions quickly achieved high engagement with social media, mostly through Facebook and Twitter. In the few days leading up to World Alzheimer’s Day 2012, we had 22,000 website visits from people, 75% of whom downloaded the app or shared the message. It also generated astonishing press coverage. From Adweek to Mashable, more than 200 websites and blogs around the world talked about our campaign. Furthermore, national TV and radio stations gave us free airtime. In only three days, we reached more than one million people in over 150 countries. Though ‘Donate Your Facebook Timeline’ did achieve massive success, the challenge was rather daunting at first. We had no time, no media budget, and we had to reach the maximum of people informing them about a disease that impacts millions of older people on a medium traditionally used by the younger generations. But Facebook turned out to be the most effective choice because, maybe for the first time, people experienced with their own memories how an Alzheimer’s patient feels. Ultimately, our campaign became the biggest activation for our client in the world, resulting in a new assignment for 2013.
IPL is India’s largest cricket extravaganza and the Mumbai Indians are one of the most popular teams in the league. The Mumbai Indians have the largest fan base on Facebook and we wanted to drive engagement with those fans during the IPL season. Our big idea for the campaign was ‘Players become friends with fans’. This was based on a simple insight—fans invest a lot (emotionally and otherwise) in the players, often with no reciprocation, leaving them feeling unfulfilled. We asked, what if the fan’s love was truly reciprocated by the players? What if we could take this relationship to another level? What would be the reaction if the player himself asked the fan to become his friend? We asked what would happen if, for once, a player reached out to the fan—at a very personal level? We kickstarted the campaign in March 2012, three weeks before IPL, by seeding personalized videos of players with approximately 4,200 Mumbai Indians fans on Facebook. In these unique videos, players addressed the fan by name, making it truly personal. Players thanked the fans for following them over the years and asked them to become their friends. The videos ended with the player asking a fan to take the relationship further on Facebook. This online initiative was also supported with an outdoor leg that added to the buzz that was already being generated in social media. During the IPL tournament, we posted exclusive video and photo on Facebook that revealed lesser-known facets of the players to the fans, such as their personal interests and memorable cricket moments. Fans actually got a peek into players’ lives as they were living it during the IPL. Players also responded to fans, thereby starting a new dialogue with fans and taking player-fan engagement to a new level.
‘Loving ‘Em Back’ ran between March 20-May 25, 2012. With this campaign, we started a new dialogue with our fans and achieved impressive results. The unique content we delivered to our Facebook fans created organic conversations around the Mumbai Indians team. We witnessed 900,000 interactions (including Likes, shares, and comments) on our content. Interactions increased by 157% from last year’s IPL 4, where there were 350,000 interactions. This proved that content alone was the key driver for this social acquisition. Our engagement ratio (expressed as the total number of interactions on the given fan base) went up by from 22% during IPL4 to 32% during IPL 5—a growth of 45.5%. All our branded video content was hosted on our YouTube channel. The channel witnessed a spike of 245,000 YouTube views during the campaign period. Despite not having to become a fan to interact with the content on our Facebook Page, 450,000 people became fans of Mumbai Indians on Facebook. We knew then that these fans were genuine fans who *like* liked us. This was also a growth of 73% to our fan base as compared to IPL 4, when we added 260,000 fans. Given the social nature of our idea, the campaign cumulatively reached a total of 32,000,000 people at a cost of approximately Rs. 200,000. To achieve the same kind of reach during IPL using traditional media like TV, we would have had to spend close to Rs. 40,000,000—so our campaign delivered the reach at only 5% of the cost of traditional media.
At a time when everyone is telling them to grow up and get serious, teens want to play. It’s a global phenomenon, and we had learned through global research that teens admire those who subvert the expected into something playful. That’s why the global campaign for Fanta is ‘More Fanta. Less Serious.’ We were given a simple task—how could we make the cover photo ‘playable’? We decided to help our fans see our Facebook Page in a new way—with a 3D cover photo. Breaking the fourth wall, we showed one of our Fanta characters, Floyd staring at you from the cover photo, wearing 3D glasses. So you’ll be in 3D to him—obviously. If you put on 3D glasses, then you’ll see the landscape in 3D too, seeing the birds fly around and some of our other characters playing around in the background. For all of those without 3D glasses, we put some fun, simple, Fantafied instructions on how to make your own up on Fanta.com. As far as we know, we were the first brand to have a 3D cover image on a brand Page, effectively showing the world a whole new way to play on Facebook.
The 3D Cover Photo rolled out over three posts in June 2012:
• Likes: 1,564
• comments: 376
• shares: 875
• Likes: 1,120
• comments: 163
• shares: 118
• impressions: 504,657 (498,709 organic, 6,280 viral)
• Likes: 1,776
• comments: 583
• shares: 866
Fanta’s global campaign sets out to bring more play to teenagers’ lives in 190 markets, with the line “More Fanta. Less Serious.” To maximize exposure to this message on Facebook, however, we discovered that we needed to translate play activity into higher engagement with brand posts. With the introduction of Timeline, we went beyond boring corporate history and saw the chance to play a game.
Based on our understanding of the Facebook EdgeRank algorithm, our key insight was that in order to maximize exposure within the News Feed, we needed to drive up engagement on posts with our existing fans, rather than focusing on recruiting passive fans.
As one of the “pilot brands” selected to launch Timeline, we wanted to turn Facebook Timeline into Fanta’s playground: we invited our fans to jump in and play with our posts.
So we launched ‘Lost in Time’, a game that flung four Fanta characters out of the cover photo and into the past. We challenged fans to solve clues to deduce which year the characters were lost in, find the photo in Timeline, and like it. Once the number of Likes matched the year they were hidden in—WHAM—they were restored to the cover photo.
We cracked the code in designing Facebook content that would maximize our exposure to fans. By transforming Facebook engagement into play activity, we gamified Timeline, and the world played.
We launched Lost in Time on February 29, 2012. Within two months, we drove post-level engagement up by 114% over the previous period by featuring our Timeline design and content. This far exceeded our goal of 25%.
We generated over 45 million organic and viral Page impressions in two months while featuring our Timeline design and content. That’s about equivalent to the entire population of Spain!
A by-product of our efforts: we grew our fan base by more than 11%, or an additional 287,000 fans, in just two months.
Mashable also named Lost in Time the #1 most innovative use of Facebook Timeline.
BP’s social media presences served as a form of crisis communications during the Gulf of Mexico oil spill in 2010. In January of 2012, BP America’s Facebook community was still focused on the spill. Its moderation involved managing user comments and publishing third-party content.
Today, our achievements on Facebook speak to how BP’s social media team is helping a brand navigate a difficult reputation situation:
• BP America is the most responsive Facebook presence among its competitors.
• Fall recruitment Facebook chat received 2x as much fan engagements and 11x as many submitted questions compared to past chats.
• To show transparency and mitigate user comments claiming all anti-BP sentiment is deleted, the team created a pie chart showing the percentage of comments deleted and, more importantly, why they were deleted.
• Evolved the commenting policy to keep threads on topic, allowing for maximum engagement among those interested in a dialogue with BP America, whether they were looking for vital information about a gasoline recall or wanted to know BP’s stance on alternative energy.
• Leveraged Facebook’s functionality to increase engagement and positive sentiment while also addressing detractors.
• Shifted from nearly 30 tacticians worldwide to five U.S.-based “Community Specialists” handling the bulk of engagement allowed the team to form meaningful relationships through data and, more importantly, context.
• Used content metrics and community insights to co-narrate—giving our fans control over the types of stories they hear, facts they discover, and employees they meet.
The BP America Facebook experience—powered by the functionality of the platform—is now one that is engaged, informed, relevant, and ultimately more effective at meeting the wants and needs of its community.
The team used Facebook, Twitter, and YouTube to demonstrate BP’s ongoing commitment to the Gulf, while establishing a fresh narrative regarding the company’s support of the U.S. and the energy industry. As a result, BP is setting the industry standard for community management through engagement in an age where competitors remain focused on vanity metrics.
BP leads all of its competitors in engagement on its social channels. The BP America Page currently boasts a fan base of over 353,000, growing by over 31,000 fans in over just two months from October to December of 2012. In that same time period, posts received on average more than 600 Likes, which is more than 40x competitors like ConocoPhillips. Only a month after the successful conversion to the Timeline format—whose milestones highlighted BP’s long U.S. history—there was a 39% increase in engagement and a 48% increase in impressions.
To help shift from moderation to engagement, the team aligned worldwide support around engagement instead of risk mitigation. Empowered with new titles and responsibilities, “Community Specialists” now work closer with management, take more calculated risks, and are integral to content creation and publishing. A global community management team ensures accountability, context, and authenticity in fan responses.
Social detractors of any brand tend to become more vocal when acknowledged. Using a trial process with Facebook’s functionality, the team discovered through analytics the best way to approach detractors and increase engagement.
Personalized responses to fans created brand equity, with a notable shift in positive sentiment, an increase of over 3% from September to November. The community believes in the brand. By listening to the data, we combine excellence in content and community management to make fans part of BP’s story.
At the 2010 Winter Games in Vancouver, BP announced its partnership with the USOC and Team USA. Sixty-four days later, a tragic accident occurred in the Gulf of Mexico, and by June 2010, BP, one of the world’s most valuable brands, had 81% of American consumers viewing it negatively.
The best way to communicate BP’s enduring commitment to the US was to support Team USA and tell the emotional and heroic story via a flood of beautiful insightful content fueled by social data to make sure it connected with people who cared.
BP committed to a content activation program that mined social data to understand the stories people desired about the athletes and then created that content, delivering it first via a dedicated Facebook Page and across the social web via an integrated paid, owned, and earned campaign.
To foster an emotional connection between fans and the BP athlete ambassadors, Facebook tabs, infographics and images were created so users could quickly navigate athlete information. BP athlete ambassadors and Olympic enthusiasts alike shared this content via their fan or personal Facebook Pages for extended reach.
In early 2012, Ogilvy used Facebook Timeline to help tell BP’s sponsorship story, using milestones such as BP athlete ambassador and BP’s sponsorship history.
To bring to life the blood, sweat and tears from the Olympic Trials, Ogilvy used Instagram, offering fans an inside glimpse and a unique look at the athletes’ lives at the trials via images posted on Facebook. To give people the chance to leave a personal message for the athletes and to create personalized Olympic content, Ogilvy collaborated with Time and Sports Illustrated to feature two Facebook applications immediately before the Opening Ceremonies.
During the Games, Ogilvy furthered that emotional connection for fans by providing exclusive, behind-the-scenes content, and featured video stories of each athlete’s family and friends cheering them on.
Our intent was to build authentic relationships between athletes and fans by bringing fans behind the scenes and creating a community where they could show their support for the athletes and get to know them personally on their journey to the Games.
By the end of the Games, we had surpassed our initial awareness goal of 15%, with awareness of BP’s sponsorship reaching 23% among the target. This surpassed other major USOC partners, including Citibank (14%), BMW (7%), and Dow Chemical (5%).
BP was the only sponsor going into the Olympics with a negative brand perception. But during the Games, negative brand perception reversed. BP’s score went from -5.9 to +2.6, which was the second-largest increase among all Olympic sponsors.
On Facebook specifically, we set a goal of 100,000 Facebook fans, knowing that with the average friend count of 229 friends per user, we might reach some portion of 2.29 million. That would give us a base of people to spread content they found valuable and speak of BP’s commitment to the U.S. athletes. Our Facebook fan base quickly surpassed 100,000 to reach over 300,000. As of July 2012, Facebook post comments were 82% favorable (positive + neutral), and 74% overwhelmingly positive.
BP was one of the most popular brands engaging on Facebook during the Olympics (AlchemySocial), receiving the most Likes and comments of any Olympic-related Facebook post (93,000 Likes, 2,000 comments, and 1,300 shares).
MK—a television channel that features fresh South African bands and music—is the leading voice of the local music scene. But how do we get young South Africans to watch MK, when they see local bands as uncool and old-fashioned? We wanted young South Africans to feel that MK is just like them. So we made MK into three different characters who each had their own Facebook profile and tweeted and filmed episodes from their lives. These daily episodes flighted on the MK channel as 60-second episodes—or ‘status updates’—and were simultaneously synchronised on all digital platforms. Fans could bbm, direct message or befriend MK on Facebook in real time and MK would respond in real time. Posters with pictures from different episodes had QR codes directing the audience to the social media platforms, where they could view the latest status update and join the conversation. Living online for 20 days, each character had a unique Facebook profile with different hobbies, interests and likes. Their filmed ‘status updates’, images, photographs, written posts and relevant links acted as the characters’ emotional outlets and sounding boards. Wall posts, direct messages and comments filled each character’s Page as fans willingly participated in their lives. By commenting, criticizing or sympathizing, fans were able to interact with these live characters as they responded in real time. We meticulously integrated great local music with all our content, allowing us to show viewers the huge range and international quality of our South African bands and musicians. We exposed our audience to 22 new indie bands that they didn’t know existed. In the series finale, character 3 opened a bar. So the same night that the final episode flighted, we opened a real-life MK pop-up bar in real life. Character 3 invited his MK ‘friends’ to the opening of this bar via his Facebook Page, and bands whose music featured in the campaign performed live on the night.
Through a long consumer journey that blurred the lines between fiction and reality, this campaign generated over 90,000 Facebook interactions, lead to over 1,100 tweets and reached no. 6 on YouTube’s most watched list—all in only 60 days.
Lacta is the leading chocolate brand in Greece. Lacta’s advertising has always been about people in “love”, comparing the feeling to Lacta’s sweet taste. It’s slogan translates to “Lacta – The sweetest part of your life”. In order to promote Lacta’s Facebook page, we developed an application that let people change Lacta’s brand on the image of the package into the name of their loved one. They could then post the custom image on their loved one’s Facebook wall, declaring to everyone that he or she is the sweetest part of their life.
The application quickly became a viral hit in Greece, with 135,000 people sharing more than 300,000 virtual Lacta chocolates and many users substituting their profile image with their dedicated Lacta. This helped Lacta’s Facebook page grow by 210%. It became the biggest page for any brand in Greece, with over 270,000 fans and accounting for 9% of all Greek Facebook users! In a -8% dropping market for chocolate in Greece, during the first quarter of 2011, Lacta’s sales have gone up 9%, according to Nielsen Scanners report.