It has been a little over a month since Facebook’s new ad tools became available to marketers, and brands have explored some interesting tactics to take advantage of the premium spots.
In their log out ad, Subway uses NBA star Blake Griffin as a spokesperson for their restaurant. Such a popular personality catches people’s attention as they log out of Facebook. Subway also created a video of outtakes from the commercial, and promoted it on the page. They’ve had almost 1 million interactions from this and nearly 500,000 plays.
Einstein Bros. Bagels ran a buy one get one free promotion through Facebook’s mobile. The promo was on the Offers section of the platform’s “Check-In Deals” feature. By going through Facebook mobile, Einstein made it easy for consumer to use these deals, since they can bring their smartphone with them to the store. The promotion led to a “significant” spike in the brand’s PTAT.
These are only a few examples of how brands have been using the Facebook’s new features. Because of the premium price the social network charges, we were uncertain how brands would respond. So far they’ve used a combination of traditional and new marketing tactics to engage the Facebook audience, and many more brands will follow suit.