Les pubs qui ont fait la décennie 2010-2019 (Source: La Réclame – Xuoan D.) – (un classement forcément partial … mais plein de sens)

 

Par Xuoan D.
le 06/01/2020

Les puristes diront que la décennie en cours n’est pas encore terminée : 2011-2020. C’est exact. Et on ne dit pas digital, mais numérique. Les usages suggèrent cependant le contraire : on parle d’agence digitale et plus rarement d’agence numérique. Et nous sommes nombreux à avoir l’impression d’avoir changé de décennie, n’est-ce pas ?

Ce passage en 2020 est surtout pour nous l’occasion de revenir sur les publicités les plus marquantes de ces dix dernières années, et de ce qu’elles racontent de leurs époques respectives. L’exercice s’est avéré moins simple qu’il n’y parait et a surtout révélé quelques surprises, dont une étonnante densité de publicités mythiques en début de décennie, que ce soit en France ou à l’international.

2010

Nike / Write the Future / Wieden+Kennedy

Une incroyable superproduction footballistique réalisée par le réalisateur de longs-métrages Alejandro González Iñárritu. Ce film de 3 minutes captive grâce à une réalisation prodigieuse qui réussit à montrer deux issues (succès ou déclin) pour chaque scène, sans que le montage paraisse laborieux. Aux joueurs d’écrire leur futur, et au public d’en faire de même, tout en croisant Homer Simpson, Kobe Bryant, Roger Federer ou encore Gael García Bernal.

Old Spice / The Man Your Man Could Smell Like / Wieden+Kennedy

« Hello ladies ». Une merveille d’écriture, un personnage charismatique, des effets spéciaux à l’ancienne et surtout le début d’une saga publicitaire toujours aussi perchée 10 ans après. De quoi aider cette marque alors désuète (et qui sentait un peu fort) à renaître.

Le Old Spice Guy était si parfait qu’il était capable de produire du contenu en (quasi) live et d’interpeller les célébrités sur Twitter, bien avant que ce soit monnaie courante :

Old Spice

@OldSpice

@Alyssa_Milano Thanks Alyssa, but you want to know what’s really genius? http://www.youtube.com/watch?v=-oElH6M_5i4

24 people are talking about this

Small Business Saturday / American Express

Le concept ? American Express a voulu instaurer un samedi dédié au shopping dans les commerces locaux, au lendemain du Black Friday qui bénéficie avant tout aux grandes chaines. Résultat : la date a été inscrite dans le calendrier officiel des États-Unis, et est célébrée depuis chaque année. Rendez-vous le 28 novembre prochain…

Bing / Decode Jay-Z / Droga5

Pour faire émerger Bing, le moteur de recherche de Microsoft caché dans l’ombre de Google, Droga5 s’est associé avec Jay-Z lors de la sortie de son autobiographie. 300 pages de cet ouvrage revenant sur la vie de l’artiste ont été cachées dans 15 villes américaines, que ce soit de façon très visible en affichage ou dans des endroits incongrus comme un toit, une guitare ou le fond d’une piscine. Pour se retrouver dans ce jeu de piste, les fans pouvaient s’aider d’un service nommé Bing Maps. Une campagne qui pourrait illustrer à elle seule ce à quoi sert le Grand Prix Titanium à Cannes.

– France

Tipp-Ex / Tippexperience / Buzzman

Un OVNI qui a, pour l’une des premières fois en France, allié la créativité et l’impact publicitaire aux joies de l’interactivité numérique.

Oasis / Fruit of the year / Marcel

L’émergence des petits fruits Oasis sur Facebook pourrait dater de cette élection du fruit de l’année. S’en suivirent des années de règne sur les réseaux sociaux, et en particulier dans le domaine du newsjacking.

2011

Volkswagen / The Force / Deutsch

La pub du Super Bowl 2011, et un meme instantané.

Coca-Cola / Share a coke / Ogilvy

Quand le leader du soda transforme ses packs en médias personnalisables. La campagne a connu depuis de nombreuses déclinaisons et est toujours active.

– Challenger

Visit Sweden / Curators of Sweden / Volontaire

C’est l’histoire d’un grand pays scandinave qui confie son compte Twitter officiel… à ses ressortissants. En effet, toutes les semaines, un.e Suédois.e prenait possession du compte, avec pour mission de valoriser la beauté et la richesse de son pays. Le pays est allé jusqu’à ne pas censurer ses ambassadeurs, faisant fi des débordements au nom de la transparence.

– France

CANAL+ / L’ours / BETC

Le film français le plus primé en festivals en 2012 est un bijou de créativité, d’écriture et de justesse par rapport à la mission de CANAL+ : nous faire aimer le cinéma.

2012

Red Bull Stratos

Probablement le live de marque le plus impressionnant jamais produit, et cela 3 ans avant l’émergence de la tendance avec la sortie de Periscope. « Un saut en parachute depuis plus de 39 km d’altitude, 4 minutes et 19 secondes de chute libre, 3 records du monde », comme le résume Red Bull, qui a sagement boudé les festivals publicitaires l’année suivante alors qu’il partait favori. La stratosphère ne rime pas avec Croisette semble-t-il.

Metro Trains Melbourne / Dumb Ways To Die / McCann Melbourne

Ces consignes de sécurité aussi mignonnes que gores ont écœuré toutes les agences participant aux Cannes Lions 2013 en raflant 5 Grands Prix.

The Guardian / Three Little Pigs / BBH

La transposition d’un conte dans des univers médiatiques et juridiques aux prises avec les réseaux sociaux. Un spot étonnamment toujours d’actualité.

– Challenger

Thank You, Mom / P&G / Wieden+Kennedy

Cannes 2012, John Hegarty est sur scène aux côtés de Dan Wieden. Il décrit alors le spot Thank You, Mom de P&G realisé par l’agence Wieden+Kennedy. Il alterne les mimiques de dégoût et des qualificatifs comme « larmoyant » ou « typiquement américain ». Dan Wieden rit jaune. Mais le co-fondateur légendaire de BBH finit par rendre hommage à ce beau spot qu’il n’aurait pu réaliser, mais qu’il juge implacable d’émotions. Nous aussi.

2013

Volvo Trucks / Epic Split / Forsman & Bodenfors

Jean-Claude Van Damme monologue sa philosophie de vie, profitant du lever du soleil pour faire le grand écart entre deux semi-remorques. Ce pitch aurait pu mener à un beau navet publicitaire. C’est au contraire une perle venue de Suède, devenue elle aussi un meme aux nombreux hommages, et qui fait suite à une série d’excentricités – les live tests – de Volvo pour ses camions de précision.

Dove / Real Beauty Sketches / Ogilvy

Si Dove n’en était pas à son coup d’essai pour renforcer la confiance des femmes en elles-mêmes, il s’agit de la prise de parole la plus forte de cet annonceur sur la décennie, amorçant une tendance à l’empowerment des femmes dans la communication des marques.

Oreo / Dunk in the Dark

OREO Cookie

@Oreo

Power out? No problem.

View image on Twitter
15.4K people are talking about this

En plein Super Bowl 2013, l’électricité est coupée dans le stade. Le match est interrompu, tout comme ce grand moment télévisuel et publicitaire. L’équipe d’Oreo, déjà bien en jambes grâce à sa stratégie social media « Daily Twist », ne met que quelques minutes à réagir. Ce tweet est le cas le plus célèbre de réaction à l’actualité pour une marque, avec toute les forces et les limites de l’exercice.

– France

McDonald’s / Core / TBWA\Paris

McDonald's 2013 - Big Mac

Sûr de sa force, McDonald’s ose le « no logo » en presse et en affichage. Une campagne que l’on peut encore apercevoir en ville, et qui a eu de nombreux « cousins », entre icones minimalistes et indications routières.

Milka / Le dernier carré / Buzzman

Un des rares cas d’annonceur modifiant réellement son produit pour une campagne, avec un grand succès à la clé. Le dernier carré a, en quelque sorte, popularisé une promesse nouvelle pour les agences françaises : leur créativité pourra aussi servir à concevoir des produits et services, au-delà des campagnes. 7 ans plus tard, celle-ci tarde cependant à se généraliser. Le marché n’est-il pas prêt ?

2014

John Lewis / Monty’s Christmas / adam&eveDDB

Ce n’est pas le premier spot de Noël réalisé par John Lewis & Partners et son agence, mais c’est celui qui a lancé pour de bon la saga. John Lewis a surtout ouvert la voie pour des films aussi longs que portés sur l’émotion (cf Monoprix ou Intermarché par exemple), montrant que le public pouvait encore savourer de telles histoires publicitaires, à condition qu’elles soient bien racontées. Une référence pour le marché.

– France

Burger King / Angry Tweets / Buzzman

La rencontre (pas si) improbable entre la frustration des clients Burger King Twitter et les chantiers des nouveaux restaurants BK. Quasi inépuisable.

Lacoste / Le Grand Saut / BETC

« Life is a beautiful sport ». Une nouvelle signature a rarement été aussi bien portée par un spot. Un grand succès critique, qui selon l’annonceur a été néanmoins dépassé par l’efficacité commerciale de son successeur, Timeless.

Intermarché / Les fruits et légumes moches / Marcel

Les Mousquetaires ouvrent le débat : pourquoi ne consommons-nous pas les fruits et légumes moches, c’est-à-dire ceux qui ne sont pas calibrés ? Car la grande distribution a contribué à les normer diront les esprits taquins. Nous n’ouvrirons pas ce débat. En revanche, la campagne marque une étape clé dans l’engagement des géants de la grande distribution.

Intermarché étant parti chez Romance, l’agence Marcel prolongera ce travail pour la biodiversité avec Carrefour et son fameux Marché Interdit, récompensé d’un Grand Prix Creative Effectiveness à Cannes en 2019.

2015

Always / #LikeaGirl / Leo Burnett Chicago

Une campagne dont le message reste, bien au delà de la marque Always. Si Dove œuvre pour renforce l’estime des femmes, Always milite pour celle des jeunes filles.

REI / #Optouside / Venables Bell & Partners

Quand une chaine de magasins d’outdoor prend la parole contre le Black Friday, cela détonne. D’autant plus en 2015, quand la surconsommation entretenue par les soldes n’était pas encore un sujet véritablement présent dans les médias. Double Grand Prix Titanium et Promo & Activation à Cannes.

Geico / Unskippable / The Martin Agency

Amen. Quelqu’un a enfin réussi à concevoir une publicité forte et remarquable avec ce format aussi dominant que détesté qu’est le pre-roll.

– France

Dorcel / #SansLesMains / Marcel

Sans vous faire un dessin, cette campagne virale nous a semblé aussi bien trouvée qu’efficace. Bisous Anna !

2016

Kenzo World

Un clip de 3:48 réalisé par Spike Jonze sur le thème de la dance que le réalisateur affectionne tant (cf ses réalisations pour Fatboy Slim ou Apple). La fantaisie et la vigueur de ce film lui a permis de réveiller sa catégorie et d’atteindre une audience virale : 29 millions de vues sur YouTube à date.

Channel 4 / Meet the superhumans / 4Creative

Channel 4 a l’habitude de bien « vendre » sa retransmission des jeux paralympiques, transformant les handicaps d’athlètes en super-pouvoirs. Cet opus pour les Jeux de Rio 2016 est probablement le plus spectaculaire de la saga.

– France

Addict Aide / Louise Delage / Like my addiction / BETC

Une campagne de prévention de l’alcoolisme mondain qui a tout raflé sur son passage à Cannes en 2017, le tout à partir d’un simple compte Instagram particulièrement bien réalisé.

McDonalds / TBWA\Paris vs Burger King / Buzzman

Une étonnante passe d’armes entre McDonald’s, leader, et Burger King, son challenger. Mais de surenchère, il n’y a pas eu.

2017

Airbnb

Février 2017, l’Amérique se réveille avec un nouveau président en la personne de Donald Trump. Le Super Bowl sera l’occasion de se divertir. Ou au contraire, de continuer le débat sur l’immigration comme le pensent Budweiser84 Lumber ou encore Airbnb qui signe à la dernière minute un spot élevant la voix contre le « travelling ban » de l’administration Trump. Vous reprendrez bien un peu de politique, entre les nachos et les touchdowns ?

– France

Intermarché / L’amour l’amour / Romance

3 minutes de poésie, de musique rétro, et d’une nouvelle promesse faite d’amour et de crudités pour Intermarché.

2018

Tide / Every Ad Is A Tide Ad / Saatchi & Saatchi

P&G et Saatchi & Saatchi renouent avec les valeurs clés des pauses publicitaires du Super Bowl : la créativité et l’humour. Le duo y ajoute une dose de références – elles aussi publicitaires – pour s’insérer dans d’autres publicités et faire la démonstration de l’efficacité de la lessive Tide. Grand Prix Film à Cannes.

Nike / Dream Crazy / Wieden+Kennedy

Septembre 2018, les marques américaines continuent à se politiser face à Donald Trump. Nike surprend lors des 30 ans de son Just Do It. En guise de cadeau d’anniversaire pour le slogan de la marque au Swoosh ? Une ode à la folie créatrice narrée par Colin Kaepernick, paria de la NFL pour avoir osé défier Trump.

Nana / Libresse / Viva la Vulva / AMV BBDO

Alors que les références phalliques ne manquent pas dans les arts et la publicité, le sexe féminin se fait plus discret. Mais un soupçon d’équilibre tend à se dessiner, comme nous l’avons évoqué dans notre dossier sur les tendances graphiques. Derrière cette vague de vulves sous toutes leurs formes, un spot clé : Viva la vulva, porté par la marque Libresse (Nana en France). Entre plébiscite et plaintes au CSA, la campagne n’est pas passée inaperçue lors de sa déclinaison française en 2019.

– Challenger

Nike / Nothing Beats a Londoner / Wieden+Kennedy London

En 2018, et en particulier pour la Coupe du Monde, Nike s’est passé de grand film publicitaire. À la place, des contenus locaux dont le plus étonnant a été Nothing Beats a Londoner, diffusé dès février. De la gouaille britannique, des effets spéciaux grandiloquents et une énergie, en effet, très difficile à battre.

2019

The New York Times – The Truth Is Worth It

Le New York Times, accompagné par l’agence Droga5, raconte ce qu’implique un travail journalistique exigeant grâce à la série publicitaire The Truth Is Worth It. Débutée en 2018, celle-ci a été récompensée d’un double Grand Prix Film + Film Craft à Cannes. Les épisodes de 2019 nous présentent les coulisses d’enquêtes sur l’administration de Daesh et la crise des Rohingya en Birmanie. Ces beaux spots montrent l’importance du rôle des médias à une époque où ceux-ci peuvent être contestés.

Le Washington Post a porté un message similaire lors du Super Bowl 2019, la beauté de la réalisation des spots de Droga5 en moins.

Brands will adopt media company traits / Facebook strategy for 2015 (Inside Facebook by Jan Rezab) –

Looking ahead: Facebook strategy for 2015 – Inside Facebook.

The social landscape is undergoing near-constant change, and with that, so must a brand’s strategy. As 2014 closes, marketers are prepping for the upcoming year by strategizing ways to leverage opportunities and overcome challenges. The way in which audiences are consuming content is rapidly evolving and it’s up to brands to make sure that their Facebook strategy is congruent with those habits, ensuring success and growth for 2015. Here are my predictions for the social media network.

Video trumps photo

If a picture is worth a thousand words, imagine how much a video is worth.  Brands and users alike are gravitating more toward video content. This year the paradigm has changed as, for the first time, data shows that Pages are posting more native Facebook videos rather than YouTube videos on Facebook. Facebook is carving out their own share of the YouTube audience – a trend that will continue and grow in 2015.

We need only to look to initiatives like the ALS Ice Bucket Challenge to see how widespread video adoption has become. According to Facebook, more than two million unique videos related to the Ice Bucket Challenge have been uploaded to the social media site – garnering millions of mentions and conversations around the topic. With numbers like that, marketers are now sitting in meetings fielding the question of the year, “Where’s our Ice Bucket Challenge?”

Shareable is the new viral

Content creators have been consistently tasked with making things go viral. However, in 2015 shareable content will be priority one. Increasingly, attention has moved to producing content that is not only shareable, but content that holds meaning – the two working best in tandem. It’s not enough anymore to put a spotlight solely on number of clicks, brands are seeing more engagement when thought is put into the storytelling element of the content.

Additionally, with new Facebook policies announced for next year, marketers will have to pay close attention and evaluate the type of content being posted. Starting in January 2015, Facebook users will begin to see fewer overtly promotional posts in their News Feed. As a result, marketers will need to depend more on ad spend in order to promote posts that are product and sales specific. A benefit from this change in algorithm is that brands now have the opportunity to separate their storytelling strategy from their ad spend strategy. My belief is that this will lend marketers more incentive to develop and execute on higher-quality content strategy, which will in turn produce an uptick in the numbers of shares.

Brands will adopt media company traits 

Brands with a really strong content strategy have always thrived in an increasingly competitive and crowded social landscape, and this will become even more apparent in 2015. Brands need to take on the characteristics of media companies in order to do social well. A company like Red Bull has proven that if the content is good and on-message the audience will not only engage, but keep coming back for more.

Red Bull has become a massive global brand publisher, breaking new ground against more traditional models of social strategy and bolstering brand loyalty with their audience of over 45 million. In 2015, not only will brands adopt this strategy, but they will also leverage it for mobile.

Silence won’t be a virtue

Companies have been responding to customer inquiries on Facebook for years, but we’ve found that it still takes the average brand 33 hours to respond to a fan’s question on Facebook. In this competitive landscape, slow responses and non-responses simply won’t cut it.

In the past, social customer care may have been seen as a bonus – now it’s a requirement, and companies are realizing this. In 2015, brands will be taking customer care seriously and improving how they handle inquiries and complaints on Facebook.

Preparing for the trends above is only step one. It’s crucial that brand marketers stay agile when it comes to social media. 2015 will be about staying one step ahead of social media trends and two steps ahead of the competition.

Jan Rezab is the CEO & Co-founder of Socialbakers, a company focused on social media marketing and measurement, with clientele that includes over half of the global Fortune 500. Jan’s role is to actively push Socialbakers’s global strategy and make customers heard.

5 Awesome Examples of Instagram Marketing From Real Brands

5 Awesome Examples of Instagram Marketing From Real Brands.

cameraRecently, I realized that my phone takes better quality pictures and has more megapixels than any camera I currently own. While I am nostalgic enough to lament that my future children may never know the Kodak brand existed, I still keep snapping away and sharing photos with my phone. And guess what? So are your customers!

Mobile photo sharing is now a part of our future and is one of the fastest growing social media trends of the last few years. Big brands are starting to take notice, using the trend to their advantage. Instagram has accumulated 15 million users who have uploaded more than 400 million photos in less than two years. Just think of how many rolls of film that would have added up to! Even President Obama jumped on the bandwagon this month and began sharing behind-the-scenes photos of his 2012 election campaign.

Instagram is a great way for people to experience brands in a different way, and it elicits emotions that may not have been experienced through text alone. So how do you follow in the footsteps of some of the big brands and start using Instagram in your inbound marketing? Let’s take a look at the best examples out there and learn how you can adapt what these brands are doing to leverage Instagram just as effectively.

Starbucks

Starbucks was an early adopter of Instagram and has over 200,000 followers to date. The company highlights in-store experiences at locations from around the world, shows how new coffee flavors are chosen and tested at Starbucks headquarters, and provides information about its ‘Create Jobs for the USA’ program. Starbucks shares the photos with its Facebook fans, too, so customers can comment on upcoming or new flavors.

Starbucks

Marketing takeaway: Keep your content fresh, interactive, and aligned with the brand attributes you want your fans to notice. Photos allow you to connect with customers in a different way. Fans and followers are more than happy to respond and take part if they are interested in the information you are sharing.

Red Bull

Red Bull has never been just about its drink, and over the course of the company’s history, it has itself into a lifestyle brand that is envied by all. Red Bull’s high energy brand sponsors extreme athletes and events, and its awe-inspiring pictures of these events Red Bull shares with fans fall perfectly in line with their brand. The company works hard to get followers in on the action without actually having to scale mountains or sail the high seas.

redbull

Marketing takeaway: Make sure the pictures you post have meaning to your customers and induce shares. If you don’t get excited about the picture you just took, neither will your fans. Take the time to think about what pictures your fans want to see from your brand and how to present them in an interesting way.

Marc Jacobs

High-end fashion brand Marc Jacobs demonstrates the principle that you don’t always have to be the one taking the pictures; you can get your fans in on the snapping, as well. Marc Jacobs creatively used its account over the holidays to ask followers to share their family moments by using the hashtag #marcfam. The company then showcased its followers’ photos and created a collage on its website for all to see. This technique gave customers a chance to participate in creative activity with the brand.

mj

Marketing takeaway: As we mentioned earlier, there are 400 million shared photos on Instagram, and most were not shared by companies, but by the consumers themselves. Your customers love taking pictures and talking about their favorite products, so find ways to get your customers involved in your content creation.

Tiffany & Co.

Tiffany & Co.’s products come with a high-end price tag, so what better way than pictures to show the worth of those products? Tiffany is using Instagram to show every intricate detail that goes into creating the diamond rings and jewelry girls swoon over. On Tiffany’s Instagram account, fans get an in-depth look at all the tools, techniques, and technicians involved in making the perfect piece of jewelry. Of course, there are also pictures of the final pieces themselves with their signature blue-green color.

tiffanysfinal

Marketing Takeaway: Give customers a better understanding of how your product is made. Craftsmanship is a dying art in this day and age. You work hard to build products that your customers love; show that side of the story alongside your finished product.

General Electric

You’ll see more than light bulbs on GE’s Instagram account. Its main objective is to show off GE’s work in different industries like energy, transportation, and aviation. By following GE on Instagram, fans get to see larger than life engines and turbines that are used to drive innovation in these spaces.

GE also uses its account to run a contest to find its next “Instagrapher.” The winner will be flown to Wales to photograph an aviation facility. Almost 4,000 Instagram photos were submitted with the designated hashtag #GEInspiredMe and then posted to Facebook, where fans voted for the finalists. Not only was GE able to get fans involved with multiple social platforms, the company was also somehow able to get people excited about turbine engines.

GE

Marketing takeaway: If you have a less-than-sexy product or service, you can get creative to successfully increase customer engagement with your brand. Holding a photo contest is a great way for customers to get excited about something they’d normally consider dry, expand your audience, and educate people about the important topics that surround your brand.

What are some creative ways you would use Instagram or photos to showcase your company?

Image credit: Calsidyrose

 

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30908/5-Awesome-Examples-of-Instagram-Marketing-From-Real-Brands.aspx#ixzz1ll9XR8SS

Killer Facebook Fan Page (Source: Mashable)

Du contenu vieux de 9 mois, mais je suis en plein travail sur ce sujet et je trouvais l’article fort bien fait 😉 

When Facebook re-launched its fan pages earlier this year, companies were thrilled. At last, there was a solid way to have a presence on FacebookFacebook, and users were actually responding positively. Within a couple of weeks it seemed as though every major brand had put up a page. However, very few are using them well.

Sure, anyone can build a fan page in under 10 minutes, and some big brands may even attract fans without any real effort. But even if you have 3 million fans, if the extent of their involvement with your brand is that at one point they “became a fan,” is that really benefiting you?

The fan pages that are doing it right are the ones that are actively engaging with their fans. These pages have creative content, two-way communication, active discussion boards, videos and images, and a fun and casual tone to match the medium. Below are five mini case studies of brands that are doing everything right when it comes to Facebook fan pages, presented so that you can learn by example. Please share your favorite fan pages in the comments.


1. Pringles


pringlesThe fan page for popular potato chip brand Pringles stands out mostly for its great use of video. While Pringles has created an inviting laid back tone, and managed to engage fan via reviews, discussions, and original interactive games, the most notable aspect of the page is definitely their use of video.

Because videos are so easy to consume, video is among the most commonly shared types of content online, which is why many companies strive to create videos that will go “viral” (be shared an exponentially growing number of people). Of course, creating a viral video is not easy. There is no ready made formula for create viral content.

Pringles, however, has recognized that its audience on Facebook reacts well to comedy and have used their fan page to catalyze the spread of a set of videos that certainly have the potential for virality. The videos are low budget productions with little editing or props depicting people singing goofy songs. It’s not much, but Pringles clearly knows its demographic, and the way Facebook works. By distributing the videos on their fan page, they’ve given users the chance to spread the Pringles brand to their friends without resorting to paid ad placements, which is exactly what thousands of people have done by “liking” the videos, an action which is then repeated in the newsfeeds of their friends and can potentially attract new people to the Pringles fan page.


2. Coca-Cola


cokeThe Coca-Cola fan page seems generic at first glance, but upon closer inspection it is really a testament to the brand’s commitment to user participation. First, Coca-Cola has taken the unorthodox step of displaying user created content in their main page Wall feed by default, something that most brands shy away from. That means that the page is really powered by user generated content, good and bad. That’s a bold move for Coca-Cola, but one that really demonstrates their interest in getting fans involved with the brand.

Another way that Coca-Cola stands out, is their approach to photo albums. Many companies simply incorporate an album of product pictures and call it a day, but Facebook offers companies a chance to get creative with photos, and Coca-Cola realized that. They have a number of albums showing off the product, workers at the company, photos of Coke fans, pictures of Coke products from all around the world, and pictures of old Coke nostalgia. Coke knows that their brand is an icon and people don’t just interact with their product by drinking it — they actually collect it. Their photo albums reflect that.

However, the best example of how Coke is truly committed to their fans on Facebook is the awesome story ofhow the page came to be. The page was originally created by two fans who just loved Coke. Coca-Cola found the page, and rather than trying to buy it or create another “official” page, they rewarded the two fans and worked with them to continue building the page and representing the brand. By empowering their existing fans, rather than trying to marginalize, shove aside, or steam roll them, Coca-Cola has been able to build on the connections that were already established with fans on Facebook before they even arrived in an official capacity.


3. Starbucks


starbucksStarbuck is clearly dialed in to the world of social media, and that is reflected in the Starbucks fan page. The page incorporates great videos, varied content, and has active engagement with the fans. But what makes it truly exceptional, is its use of status updates.

Status updates are an important aspect of any fan page because they provide two-way communication between company and fan, while keeping the page fresh with new content and information, which gives fans a reason to return. So many companies struggle to understand how best to utilize these updates and either don’t use them at all, update solely about product announcements, or update so often users become overwhelmed and the updates turn into so much noise. Starbucks, on the other hand, has established a good frequency of updates, sharing something new every couple of days.

More importantly, though, the content is varied, fun, and interesting. Their updates share videos, blog posts about all aspects of coffee — and not just on the official company blog — including how to grow coffee beans, articles about Starbucks and Starbucks employees. The tone of each update is informative and casual, and even their product updates are kept varied enough to remain interesting, for example, by offering up reviews of new music or books for sale in their cafes. As a result, the quality status update content has led to a very engaged fan base, with every update receiving thousands of comments.

The Starbucks Facebook fan page is a great example of how a company can still engage fans without the use of flashy apps, and instead simply focusing on quality content.


4. Adidas


adidasThe Adidas fan page offers all the usual attributes of a strong page: active fans, a branded application, lots of content variety, plus, good video, pictures and notes. That’s all good stuff, but what really makes them stand out is the way they use their page’s tools to promote their other social media and advertising campaigns.

Running a contest on Facebook brings variety to a page’s content, engages fans, and has the ability to directly increase the company’s revenue by introducing new customers to the brand. Lots of brands attempt to promote campaigns on Facebook, but there are only a few that I have seen do it well. Adidas is one of those brands.

Most recently, Adidas teamed up with MTV to run an exclusive Facebook contest where a fan could win an all-expenses-paid house party. Their campaign was successful for a few reasons. First, Adidas chose a prize and partner that would resonate with the Facebook user demographic. Second, they wisely chose to promote the contest on their fan page not only before the contest, but after it had ended as well.

Once they had chosen the lucky winner, they used their page to share the fan’s blog postsphotos and videofrom the party. The integration of status updates, photos, notes and videos, with a smart contest, resulted in a whole lot of fan engagement, and keeping the winning fan involved even after the contest had ended showed their commitment to fans and helped them get extra mileage out of the campaign. The contest also gave the page content variety by breaking up the usual status updates with something new, fun, and with an included call to action for fans to get involved.


5. Red Bull


redbullThe Red Bull fan page is easily one of the best on Facebook simply because it has been able to break out of the typical fan page mold by providing fun content that encourages fans to interact with and ultimately connect with the brand. Their uniqueness is captured in their innovativeincorporation of Twitter into their Facebook fan page. Integrating aTwitterTwitter stream is not special on its own, but Red Bull doesn’t just pull in tweets from their official corporate account, as you might expect most brands do. Instead, Red Bull has aggregated tweets from sponsored athletes like skateboarder Ryan Sheckler and snowboarder Shaun White and included them directly in their Facebook presence. Associating themselves with popular athletes, and letting fans connect to those athletes on a separate social network (i.e., not boxing them in) gives Red Bull some instant cool points.

Their page’s “Boxes” section is also pretty darn incredible. Red Bull has built all kinds of content and applications that help them break out of the vanilla Facebook mold that forces all brands to look and feel more or less the same. My favorite app is one that lets fans rate phone calls of people who “drunk dialed” the Red Bull 1-800 number. It’s not only hilarious, but it also smartly encourages additional fan engagement.

Red Bull, which is a drink popular with teen and college ages kids, definitely knows its audience, and they’ve played to that face by categorizing their page under business type “pharmaceuticals.” Clearly, this is a company that understands their audience and knows that the best way to connect with them on Facebook is with humor, fun, apps that get people engaged, and by being creative.


Conclusion


The brands mentioned in this all benefitted from having a solid brand image and loyal following before they actually joined Facebook and started using social media tools. Still, they offer insights into what makes Facebook pages work for brands. The key takeaways are that you have to know your audience, you have to provide quality, regular content, you need to encourage discussion and engagement, and you must not take yourself too seriously.

There are thousands of brands on Facebook, and this post only had room to look at five. What other brands do you think are knocking their Facebook pages out of the park? Please share your favorite Facebook brand fan pages in the comments.