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I love to see brands generating innovative, engaging and creative advertising online. Yet, I’m always surprised at how little effort companies put into Facebook from a creative perspective, especially given the noise they make about using the platform and the levels of engagement often put in.
Arguably, Facebook does have a static format that needs changing, but it’s not that difficult – or expensive – to come up with some great landing page manipulation through Facebook Markup Language (FBML)... And some brands are taking advantage of this, to great effect.
Here are a few examples from our How to Create Amazing Facebook Pages guide...
Here, I’ve skimmed through a few lists of top global brands and have picked 25 of the best. It’s worth noting that they’ve all created unique tabs within their company pages and these are the fixed landing points for the user, rather than the standard Facebook Wall.
A lot of them are also American, which I also think indicates the current differences in transatlantic-Facebook adoption. But hopefully they’ll all give some inspiration to anyone suffering a creative block.
A&F has a simple advertisement for a current competition. Simple and bold.
Best Buy engages in a simple F-commerce set up, where users can directly browse categories of products and make online purchases. The page also encourages the user to share content and products with those they know.
The automotive industry usually has an active creative presence. Here, BMW has a large call-to-action that's hard for the user to miss...
Here, the Body Shop opts for some seasonal engagement and gives the user information about obtaining discounts.
Cadillac has opted for an extremely content-heavy, engaging landing page, full of video and images.
Knowing its target audience, Disney has crafted its Facebook landing page to reflect its latest films, visually.
Dunkin' has created a more user-orientated page, with competitions and games.
Fox's page is clean and simple, with two distinct calls to action. Either "Like" them or start using their app.
Keeping it clean and simple, Harley presents users with a handful of options. The design is fitting with its other advertising activity.
Heinz has specifically created a Facebook page for one of its most iconic products, ketchup. On the page, the design allows the likes of direct user interaction and the showcase of product development.
Due to its wide range of cars, Honda has opted for its official corporate page to redirect users to model-specific fan pages. There's also a large piece of creative which is focused around an ongoing advertising campaign.
Opting to promote its affiliation with "technology and creativity", Intel is currently using Facebook to push an ongoing global competition, although arguably, it's not particularly pleasing visually, at least it's an admirable attempt to make use of the available resources.
Rich media features heavily in McDonalds' page, advertising new products.
Continuing in the vein of its World Cup "Write the Future" campaign, Nike's football division is using its page to promote its current promotional competition which actually leverages Facebook itself via user interaction.
Similarly to Honda, Nokia redirects users to specific online communities, only this time it is based upon location, instead of product.
Users arriving on Oxfam's UK page are presented with a simple choice of options that will take them to the relevant areas of specific individual interest.
Pepsi is currently choosing to use its Facebook landing page to promote its ongoing corporate responsibility programme. This is fairly logical, as it both encourages user engagement, provides information and also allows different advertising campaigns to be run globally (online and offline) without impacting its Facebook management by having to ensure creative consistency.
The creative speaks for itself...
Sainsbury's are using Facebook to a much greater extent than its UK supermarket rivals (eg. Tesco), by creating engaging and compelling content on its landing page.
Opting for the crowd-sourcing approach, Samsung's USA page is relying upon users to submit images or videos, or rate them, in order to build an online library. Users are rewarded for engagement with the chance to win electrical goods.
Like Cadillac and McDonalds, Sony relies heavily on the use of rich media, specifically video to demonstrate its products and brand culture.
Starbucks keeps it simple by landing users on their Card app, which allows users to keep themselves informed of individual loyalty accounts through Facebook. However, the app is US-based only.
Proving that even luxury brands have the ability to engage on Facebook, Tiffany's landing page has a data capture mechanism through an invitation to join a mailing list, which sits alongside a showcase of its current season product range.
Toyota is taking the product-personal story stance on its Facebook page, similarly to Samsung.
Microsoft encourages users to "Like" them by offering specific content and discounts, which is emphasised by the blurred-out creative.
[Image credit: Global X]