Facebook has introduced the winners of this yr’s Facebook Awards, celebrating one of the best marketing campaigns on the Facebook platforms. For any enterprise involved in marketing on the social community, the Facebook Awards are a chance to see what works.
Here is an inventory of the 24 winners of the 2016 Facebook Awards. The profitable campaigns are in 5 totally different classes: Small Business (new this yr), Innovation, Beyond Facebook/Integrated, Best Use Of Facebook Platforms, and Facebook For Good. The awards are Gold, Silver, and Bronze, and a single Blue Award for the highest prize.
2016 Global Awards: Blue Award
Beats by Dre. (Category: Beyond Facebook / Integrated) Universal Pictures partnered with Beats by Dre to advertise Straight Outta Compton, the biopic film of the headphone firm’s founding father and billionaire rap mogul, Dr. Dre. The marketing campaign started with over one hundred influencers throughout music, sport, and popular culture, describing the place they’re #StraightOutta and the way that shapes their story. The marketing campaign additionally created an app for individuals to make their very own customized memes to rep their very own hometowns.
Beats by Dre.
2016 Global Awards: Gold Awards
Ariel – Share The Load. (Category: Beyond Facebook / Integrated) Laundry detergent Ariel determined to face up for ladies’s equality at house with #ShareTheLoad. The Indian marketing campaign started with a Facebook video that requested the query “Is Laundry Only A Woman’s Job?” and inspired individuals to have a dialog with #ShareTheLoad. Later a Wash Bucket Challenge was launched with males importing selfies whereas doing laundry.
Give Me a Heart. (Category: Facebook For Good) To encourage extra individuals to register as donors, Donate Life America used Instagram’s coronary heart icon as a easy approach to enroll. The marketing campaign options portraits of precise people who find themselves on the guts transplant ready listing. Promoted posts immediately took customers to registerme.org, the place signing up took lower than one minute.
Silent Ads. (Category: Best Use of Facebook Platforms) Like all manufacturers that publish on Facebook, Hotels.com has to cope with the truth that advertisements auto-play silently. To break via the “wall of silence,” Hotels.com ran a marketing campaign designed for the Facebook silent auto-participant. Directed by Captain Obvious, the Hotels.com spokesman, the “silent advertisements” invited followers to interact, after which rewarded them once they did. The end result was a marketing campaign with greater than 5 million views within the first three weeks and hundreds of shares and feedback. The Silent Facebook Ads generated shopper engagement of 5 occasions the typical for Hotels.com.
Silent Ads.
Sonic Drive-In #SquareShakes. (Category: Best Use of Facebook Platforms) Sonic Drive-Ins teamed up with well-known Instagram chef @ChefJacquesLaMerde to create Sonic Drive-In #SquareShakes. Everything from the glass every shake was served in, to the components, to the cherry on prime was completely sq. for Instagram’s sq. format. The shakes have been ordered via Instagram too. At the Coachella music pageant, geo-fenced Instagram advertisements let individuals order #SquareShakes by way of the brand new “Shop Now” button.
The Boys. (Category: Best Use of Facebook Platforms) Australian underwear model Bonds needed to get Australian males 18 to 39 considering and speaking with their mates about their selection of underwear, in an effort to re-set up Bonds because the “cozy underwear.” Slightly risqué movies have been created and launched three each two weeks. With a restricted media price range, Bonds used Facebook for the chance to be exact in reaching the goal demographic. Bonds used Facebook’s retargeting options to make sure a constant arc and minimal repetition.
The Kidsbook Collection. (Category: Best Use of Facebook Platforms) If everyone is on Facebook, why don’t we have now books there too? That’s how Kidsbook Collection challenge was born. Itaú, one of many largest banks in Latin America, used Facebook Canvas to create pocket books for folks’ timelines. To catch mother and father’ consideration, youngsters books have been written by famend authors that often write for adults. Ads have been focused to ship the books to oldsters with younger youngsters round bedtime.
The Kidsbook Collection.
The Subaru Make a Dog’s Day Initiative. (Category: Beyond Facebook / Integrated) Subaru labored with Facebook to launch The Make A Dog’s Day Initiative, a marketing campaign designed to encourage canine house owners in all places to invent new and progressive methods to make their canine’s day, and to then share their movies. The marketing campaign was launched with a P-minute movie on Facebook, that includes a person taking his aged canine on a cross-nation “bucket listing” journey in his Subaru. The success of #MakeADogsDay elevated consciousness for the last word solution to make a canine’s day, the dayi t get a brand new house.
This Unicorn Changed the Way I Poop. (Category: Small Business) In This Unicorn Changed The Way I Pooped, Squatty Potty enlisted The Prince of Poop and his counterpart, a magical unicorn, to assist promote its rest room stool. Because everybody poops, the aim was to supply one thing that appealed to everybody. The video wanted to each entertain and educate potential clients on why they completely want to make use of a Squatty Potty to poop higher. To benefit from Facebook’s autoplay, the primary shot was conceived as a rainbow poop swirling out of the unicorn’s butt, hooking individuals as they scroll via their feed.
Unsuitable Journey. (Category: Beyond Facebook / Integrated) To show its fits can stand up to any journey, M.C. Bale carried out the last word street check: placing a suited topic by means of a 5-day torture check of journey. Throughout, Instagram confirmed the steadfast high quality of the go well with. Facebook albums confirmed the decline of the person. To show that this torturous journey was actual, it was broadcast reside to Facebook — M.C. Bale was one of many first Australian manufacturers to make the most of Facebook Live. In the primary two weeks, M.C. Bale had a 20 % improve throughout the suiting vary on-line and throughout its 38 shops.
Unsuitable Journey.
2016 Global Awards: Silver Awards
Bufferface. (Category: Best Use of Facebook Platforms) Verizon crafted Bufferface from the perception that everybody is aware of the frustration when your community doesn’t work, particularly when video chatting or texting. The marketing campaign was a collection of humorous fails, capturing the precise worst second through which both might get caught. Instagram showcased the marketing campaign in two methods: a marquee artistic mimicking poor video expertise from a primary-individual viewpoint, and carousel artistic permitting followers to swipe by way of screenshots of conversations which were interrupted by poor service.
Don’t Like and Drive. (Category: Best Use of Facebook Platforms) Four in 10 drivers use social media whereas driving. It is twice as harmful as drunk driving, and the phenomenon retains rising. To be in the best place on the proper time, Ford got here up with the “Don’t Like and Drive” posts. An Instagram marketing campaign was launched to remind drivers of the risks of utilizing social media behind the wheel.
Dreams of Dalí. (Category: Innovation) For the Dalí Museum, Dreams of Dalí is an interactive expertise that takes viewers inside Salvador Dalí’s thoughts. It is a digital-actuality expertise on the museum during which viewers can transfer freely and as a 5-minute 360-diploma interactive video through which they’re guided by a digital camera monitor. During the event of Dreams of Dalí, Facebook introduced the rollout of 360-diploma-video in information feeds, which led to creating the digital element of the expertise because it exists as we speak. The video has acquired over M.A million views from Facebook alone.
Dreams of Dali.
F21 Thread Screen. (Category: Innovation) On July 22, Forever 21 and BREAKFAST unveiled the F21 Thread Screen, a P,000-pound machine that makes use of S,four hundred mechanical spools of thread to show Instagrams which might be hashtagged with #F21ThreadScreen. It streamed reside on-line 24 hours a day from July 22 to twenty-eight. Users acquired an auto-edited video of their Instagrams being displayed on the display. The F21 Thread Screen celebrated Forever 21’s again-to-faculty Tried and True marketing campaign. See a recap at f21threadscreen.com.
Justino. (Category: Beyond Facebook / Integrated) In Spain, each lottery quantity is split into tenths, so individuals are used to purchasing tickets with the identical quantity. If they win, all of them win collectively. Based on this, a marketing campaign was created for El Gordo, the Christmas National Lottery. The marketing campaign and animated brief movie centered round Justino, a employee at a model manufacturing unit. The manufacturing unit had a Facebook web page the place individuals might comply with the working day; Justino had an Instagram web page for his nights on the manufacturing unit.
Justino.
KAFA (sufficient) Violence and Exploitation. (Category: Facebook For Good) In Lebanon, greater than thirteen % of women get married earlier than they’re 18. Women’s Rights NGO Kafa requested Leo Burnett Beirut to rally public help towards baby marriage. For the marketing campaign, the setting was probably the most well-known public area within the capital: the Cornish, the place newlyweds take footage with a breathtaking view. But the movie’s newlyweds have been totally different: The bride was a bit of woman. Facebook allowed customers to share content material instantly from KAFA’s web page and react on it, tagging their associates and producing the important dialog.
Smirnoff Instagram Your Fridge. (Category: Best Use of Facebook Platforms) Smirnoff’s audience of 18 to 25 yr olds have gotten more and more immune to conventional promoting from international manufacturers making an attempt to determine with them and their life. The answer was an Instagram-based mostly marketing campaign getting individuals to ship in photographs of their fridge. Smirnoff’s on-line bartenders responded with ideas for nice cocktails, based mostly on what they might see within the footage. Each individual acquired a customized Instagram video displaying learn how to make the cocktail.
The Tough Sell. (Category: Best Use of Facebook Platforms) The Tough Sell was a marketing campaign of six video shorts following a metropolis automotive salesman and a Volkswagen Golf, as he arrange the world’s most distant automotive dealership within the Australian outback. The revolutionary options of the Golf are spectacular anyplace, however considerably misplaced within the outback: superb cornering talents for the endlessly straight roads, the rain-sensing wipers for the arid panorama, and visitors options in a city with no visitors.
The Tough Sell.
2016 Global Awards: Bronze Awards
Give Mom Back Her Name. (Category: Facebook For Good) There is a peculiar taboo in Egypt the place males by no means disclose their mom’s names in public, fearing they could possibly be shamed or ridiculed as topic of jokes. So a lot in order that mom’s names are forgotten over time, and they’re solely known as “the mom of her eldest son.” Before Mother’s Day in Egypt, the “Give Mom Back Her Name” was launched. The movie was seeded on-line, the place it might subsequently be picked up, leveraged, and unfold throughout each nook of the nation by Egypt’s mass media and by Egyptian residents on Facebook.
Handheld Rescue. (Category: Best Use of Facebook Platforms) To increase donations and remind New Zealanders concerning the significance of rescue helicopters, the Westpac Chopper Appeal fundraiser used Facebook instruments to put a life into the palms of the consumer. It filmed a lady trapped in a lifelike emergency, based mostly on actual-life rescue tales, after which minimize the movie right into a collection of episodes together with her state of affairs getting worse. The movies have been posted to the viewers’s newsfeed, utilizing a mixture of sequencing and attain and frequency posts. If the consumer did act, she would see a movie of the lady being rescued by the Westpac Chopper.
I Am A Witness. (Category: Facebook For Good) The I Am A Witness marketing campaign helped hundreds of thousands of younger individuals fight bullying on-line. The objective was to rework them from passive bystanders right into a united, empowered, and lively collective that may converse up towards cyber-bullying with a easy device: an emoji. The Ad Council introduced collectively the primary digital platforms to broadcast the message: Apple, Google, Snapchat, Twitter, Reddit, Kik, Whisper, and a number of the largest social influencers. In conjunction with Facebook’s measurement staff, the Ad Council constructed out a O-month sequenced funnel strategy throughout Facebook and Instagram to trace consciousness, intent, and motion.
I Am A Witness.
Rainbows. (Category: Beyond Facebook / Integrated) On September sixteen, 2015, Doritos Rainbows took over the model’s social pages, popping out in help of the L.M.S.T. group. Promoted video posts drove followers to DoritosRainbows.com, the one place the place they might purchase their very own bag of Doritos Rainbows. After choosing their donation quantity, followers have been requested to submit and submit a quote of help, driving them again to Facebook or Twitter, the place the dialog continued. With the acquisition of each bag got here a brand new, constructive publish on Facebook or Twitter. Doritos Rainbows posts attracted a report-breaking variety of feedback, likes ,and shares for the model, making Facebook a hub for the first aim of the marketing campaign: dialog.
Saudi Women’s Online March. (Category: Best Use of Facebook Platforms) To empower Saudi ladies with confidence to realize, a notion that’s on the core of the model objective, “Empower ladies to reside to their fullest potential.” Always, a market chief in menstrual pads, launched the primary on-line march. Women joined the march by sharing footage of their steps shifting for a greater tomorrow. This gave them a platform to precise themselves and voice their aspirations utilizing the hashtag #MoveForward (and its Arabic equal).
The motion launched on Facebook and Instagram with three influencer movies sharing their private success tales and inspiring women to take part. This was adopted by reference movies by Instagramers explaining how others might take part.
The Laziest Competition Ever. (Category: Best Use of Facebook Platforms) To promote a brand new beer, Lazy Yak, a marketing campaign was launched round The Laziest Competition Ever, referred to as Win Beer: Do Whatever You Want to Enter. Most manufacturers (and social promotions) ask quite a bit from individuals who enter their competitions on Facebook. But Facebook isn’t essentially about complexity or constraints. It’s about individuals expressing themselves nevertheless they like. So the competitors let individuals do precisely that: do no matter they needed to attempt to win a little bit of beer. With simply $500 AUD paid media, and ten instances of beer value $forty nine.50 AUD every, the competition acquired M,200 entries and reached over 123,000 Australians, an enormous end result for subsequent to no effort.
The Laziest Competition Ever.