Pusher's pick of the 2013 Facebook Studio award winners, along with a top line analysis of what common factors each social media campaign shared.

2. This is Pusher’s top ten of the 2013
Facebook Studio Awards
We’ve tried to summarise each
entry to a page with a snapshot of
the work, and why we believe it
was effective
See them all for yourself
www.facebook-studio.com/awards/

3. OREODAILYTWIST:DRAFTFCB/360i
CONTENT DRIVEN IDEA WITH FACEBOOK
ADVERTISING
DAILY, TOPICAL CONTENT CREATED
100 ADS IN 100 DAYS
PICKED UP BY BLOGGERS AND MEDIA
FUN, REAL TIME, TOPICAL CONTENT
NOVELTY FACTOR
PR STUNT
GREW FROM 26 > 27 MILLION FANS
AVG 1472 SHARES / POST
231M EARNED IMPRESSIONS
http://www.facebookstudio.com/gallery/submission/oreo-daily-twist-4
REASONRESULTSOVERVIEW

4. ALITTLEVILLAGEGOESGLOBAL:
JUNGVONMATT/LIMMAT
SOCIAL/REAL WORLD INTEGRATION
LIKE OBERMUTTEN VILLAGE’S (POP. 72)
FACEBOOK PAGE AND BE ADDED TO
THEIR VILLAGE BULLETIN BOARD
REAL WORLD INTEGRATION
NOVELTY FACTOR
PR STUNT
MOST ACTIVE PAGE IN SWITZERLAND
4/5 FANS INTERACT WITH PAGE
16,000 FANS
60 MILLION EARNED MEDIA IMPRESSIONS
http://www.facebookstudio.com/gallery/submission/a-little-village-goes-global
REASONRESULTSOVERVIEW

5. GREYPOUPON:CP+B
HISTORICALLY CLASSY MUSTARD MADE USERS APPLY TO
BECOME FANS OF THEIR FACEBOOK PAGE. YOU WERE ONLY
ACCEPTED IF YOU HAD BEEN CLASSY ENOUGH. PEOPLE
ACCEPTED RECEIVED LUXURIOUS REWARDS.
NOVELTY
REAL REWARDS
PR STUNT
100,000,000 IMPRESSIONS
NATIONAL PR COVERAGE
http://www.facebookstudio.com/gallery/submission/society-of-good-taste
REASONRESULTSOVERVIEW

6. AIRASIAFRIENDSY:PUBLICISMOJO
APP ALLOWING YOU TO INVITE 300 OF YOUR FRIENDS ON AN
A330 FOR A TRIP TO KUALA LUMPUR TOGETHER.
PERSONALISATION
HUGE INCENTIVE
PR STUNT
NAVIGATING FACEBOOK TERMS AND CONDITIONS!
12,500 ENTRIES
$1.6M EARNED MEDIA
REASONRESULTSOVERVIEW
http://www.facebook-studio.com/gallery/submission/airasia-friendsy
REASONRESULTSOVERVIEW

7. TOSHIBA/INTELTHEBEAUTYINSIDE:
PEIRERA&O’DELL
A SERIES OF FILMS STARRING EVERYDAY
PEOPLE VIA SOCIAL MEDIA AUDITIONS
PERSONALISATION.
REAL WORLD OUTCOME.
STORYTELLING.
4,000 AUDITIONS
69M VIEWS OF THE FILM
95,000 INCREASE IN FANS
http://www.facebookstudio.com/gallery/submission/the-beauty-inside
REASONRESULTSOVERVIEWREASONRESULTSOVERVIEW

8. NIKE1THOLOGY:RGA
TRIBUTE TO NIKE AIRFORCE ONE THROUGH APP
ALLOWING YOU TO SORT THROUGH THE ENTIRE HISTORY
OF AF-1’S, INCLUDING MARKING ‘WANT’ OR ‘OWN’ AS A
FACEBOOK ACTION. SHOES WITH THE MOST ‘WANTS’
WERE BROUGHT BACK IN 2013 BY NIKE.
TAPPING INTO SUBCULTURE
REAL WORLD OUTCOME
NO PAID MEDIA
23,000 VISITORS
AVG 5 MINUTES / VISIT
http://www.facebookstudio.com/gallery/submission/1thology
REASONRESULTSOVERVIEWREASONRESULTSOVERVIEW

9. HEINEKENSQUADNUMBERS:TBWA
500,000 ORANGE FAN SHIRTS GIVEN AWAY ON
HEINEKEN CARTONS WITH UNIQUE CODES. TAKE
PHOTOS OF YOURSELF DOING CRAZY STUNTS, UPLOAD
TO FACEBOOK APP TO WIN FOOTBALL TICKETS.
CULTURALLY RELEVANT
HUGE INCENTIVES (FREE GIFT AND
MAJOR PRIZE)
500,000 CARTONS SOLD IN 2 WEEKS
(30% INCREASE IN SALES)
60,000 CONNECTED SHIRT NUMBER
TO FACEBOOK (12% CONVERSION)
25,000 STUNTS UPLOADED
http://www.facebookstudio.com/gallery/submission/heineken-squad-numbers
REASONRESULTSOVERVIEW

10. OAKREVERSEROBBERIES:THEMONKEYS
TELL US WHERE YOU WANT YOUR OAK AND
WE’LL REVERSE ROB YOU
NOVELTY FACTOR
REAL WORLD OUTCOME
3,000 REQUESTS FOR A REVERSE ROBBERY
60 NEW STORES STOCK OAK
http://www.facebook-studio.com/gallery/submission/reverse-robberies
REASONRESULTSOVERVIEW

11. NEWCASTLEBREWERY
NOBOLLOCKS:DROGA5
CONTENT ENCOURAGING EVERYONE TO TAKE A “NO
BOLLOCKS” LOOK ON LIFE. SUBTEXTER APP WAS A MEME
CREATOR POINTING OUT HOW BOLLOCKS THE IMAGE WAS.
BREAKS CATEGORY FORMAT
NOVELTY FACTOR
CULTURALLY RELEVANT TO THE UK
230% INCREASE IN FANS OVER 6 MONTHS
25% ENGAGEMENT
http://www.facebookstudio.com/gallery/submission/no-bollocks
REASONRESULTSOVERVIEW

12. ONECOPYSONG:RGA
HIP HOP ARTIST ADAM TENSTA CREATED A SONG ONLY ONE PERSON AT A
TIME COULD LISTEN TO. USERS QUEUE IN LINE ON A FACEBOOK APP TO
WAIT THEIR TURN TO HEAR IT. CUT THE QUEUE BY SHARING THE ARTISTS
EXISTING MUSIC ON YOUTUBE/SPOTIFY/FACEBOOK
ONE OF A FEW TO LISTEN TO THE SONG
EXCLUSIVE PRODUCT
GREAT MOTIVATION TO SHARE
20x INCREASE IN FANS ACROSS
40 COUNTRIES
http://www.facebook-studio.com/gallery/submission/one-copy-song
REASONRESULTSOVERVIEW

13. KEYTHEMESALLFOCUSONAMOTIVATIONTOPARTICIPATE
Culturally relevant - sport / national pride / sub culture
Personalisation - give me something relevant to me
Big incentive - lot’s of money, recognition or money can’t buy prize
Real world integration. Do something online, see it in the real world
WHAT’SINCOMMON?
Roughly half of these examples are standalone tactics, while the
others are the core of a larger campaign with POS or ATL integration
The success of most campaigns extends beyond Facebook into
mainstream news via a planned PR approach
These campaigns are not about gaining ‘likes’

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