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The 10 best Facebook ad campaigns that killed it in 2018

The 10 best Facebook ad campaigns that killed it in 2018

Making a successful, effective Facebook ad campaign that drives engagement isn’t easy. From producing clean, slick design to writing clear, engaging copy to choosing just the right image, getting Facebook ads right can be a tough task indeed. Maybe that’s why of the 6 million global brands now advertising on the world’s most influential social media platform, very few managed to really nail their Facebook advertising campaigns in 2018.

For those that did, however, massive marketing opportunities awaited.

Here are 10 Facebook ad campaigns that stood out from the crowd and delivered results in 2018…

 

1) MeUndies – “Strip down, get moving, get loose” 

 

The 10 best facebook ad campaigns that killed it in 2018

The tactic:

According to data compiled by Solocube, video ads generate 10% – 30% more views than ads with photos. However, like any advertising tactic, using video in a campaign is only effective if the video is good. Luckily, the fine folks at MeUndies invested the time to make a pretty awesome video that draws the eye and says a lot in a very short amount of time. The user-friendly shoppable images at the bottom of the ad are a nice touch as well.

Why it works:

Small disruptor brands like Dollar Shave Club and MeUndies have demonstrated that on social channels, brand voice still has the power to upend existing marketing paradigms and dislodge more dominant and established brands. This ad conveys the MeUndies message and branding, then moves the viewer down the sales funnel to purchase in a matter of seconds. Accomplishing both these things in a single Facebook ad is a delicate dance, and MeUndies pulls it off beautifully here. Also, check out that header text. That’s the kind of branded marketing language that makes social media advertising work.

The key takeaway:

Brand voice matters – maybe more so on social media than on any other marketing channel.

 

2) Air Asia – “Free seats”

 

The 10 best Facebook ad campaigns that killed it in 2018

The tactic:

French thinker Blaise Pascal once famously wrote: “I have only made this letter longer because I did not have the time to make it shorter”.  Conveying just the right message in the simplest, clearest way possible is often the most effective way to deliver that message. In just 31 total words, Air Asia provides all the key information involved in this promotion, conserving plenty of space for boldly coloured negative space and a small amount of branding.

Why it works:

On social media platforms like Facebook, time is of the essence. You may have but a few measly seconds to draw the user in and capture their interest. Is there more to this deal than meets the eye? Almost certainly. But if you’ve got something to offer users for free, why not build your message around that information? “Free seats” draws the eye, and from there generating that all-important click-through becomes a vastly simpler task.

The key takeaway:

Keep it simple, stupid.

 

3) Paleo Secret – “The 30-Day Challenge”

The 10 best facebook ad campaigns that killed it in 2018

The tactic:

If there’s one thing the digital age has taught us, it’s that people love viral challenges. After being drawn in by some truly stunning imagery (how about that health rainbow?) Facebook users were invited to participate in a 30-day paleo diet challenge and track the results online.

Why it works:

Understanding the way people communicate with each other on social channels can take your brand from being an unwelcome nuisance to an active participant faster than you can say “Tide pods”. The opportunity to participate in a challenge like this while sharing the positive results with friends and wellwishers can be just the nudge a consumer needs to take those first tentative steps down the path to purchase.

The key takeaway:

Speak the language of your audience.

 

4) Make-A-Wish America – “Share Your Ears”

The 10 best Facebook ad campaigns that killed it in 2018

The tactic:

Disney is a massive brand. For that matter, so is the Make-A-Wish foundation. In this campaign, Disney leveraged the brand recognition of both, then gave participants an excuse to post a funny photo of themselves and let the world know that they had just done something charitable.

Why it works:

Combine a recognised charitable cause with the chance for participants to virtue-signal via a funny photograph, and do you know what you get? Facebook ad gold! In the social media world, there’s no such thing as doing the right thing when no-one is looking anymore. This campaign understood this simple fact of social media behaviour and moved to make the most of it through a slick and well thought out campaign custom-tailored for modern social media audiences.

The key takeaway:

Know your audience and what motivates them.

 

5) Sephora – “Reach out and gift”

The 10 best Facebook ad campaigns that killed it in 2018

The tactic:

When it comes to “cool factor” branding doesn’t come much better than cosmetics megabrand Sephora. The short, slick branded videos Sephora produces for its Facebook ads reflect the youthful, carefree and independent attitudes of the brand’s target audience to a tee. This campaign, offering instant gifts at a reasonable price makes a value proposition without damaging brand perception with discounts and sales.

Why it works:

Eye-catching video and simple, expressive copy are a winning combination. For a brand with the wide appeal of Sephora, it’s not about discounts and sales, it’s about offering a product consumers want, packaged and presented in a way that boosts that products appeal and cool-factor. And in the world of social media, cool matters.

 

The key takeaway:

Play it cool.

 

6) Slack – “Make work better”

The 10 best facebook ad campaigns that killed it in 2018

The tactic:

In the world of social media, humour is rocket fuel. Although it can be a tall order for a brand to be funny, those that manage to pull it off can reap huge rewards. This simple, clear ad for professional messaging application Slack, packs just the right punch to connect with modern social media audiences.

 

Why it works:

A great visual draws the eye in, then clear, concise, on-brand copy completes the message. This ad is funny and conveys a key Slack selling point without being too overt about it. What professional wouldn’t jump at the chance to avoid 1/4 of the meetings they have to sit through in an average week, after all?

 

The key takeaway:

In the realm of social media, humour is king.

 

7) Nature Box – “You know you’re going to snack. Get smart about it.”

The 10 best Facebook ad campaigns that killed it in 2018

The tactic:

Branding matters. This simple fact is as true today as it has ever been. While some brands have allowed the endless quest for clicks to throw their brand message off its path on social media, others have managed to meld the unique demands of social channels with branding in amazing ways. Nature Box is one such brand. This offer of free samples is a generous one, and value any curious consumer can appreciate, and Nature Box manages to make that offer without appearing spammy or pushy.

Why it works:

If you want to connect with digital consumers, offering value is a great place to start. Who could say no to free samples of healthy snacks delivered right to their door? Simple, expressive language and simple, expressive images combine to deliver a message of health and simplicity through better snacking without looking obnoxiously salesy, which is a tall order for any brand.

The key takeaway:

If you want your audience to care, offer them value.

 

8) Allbirds – “I can’t say enough about how comfortable these shoes are”

The 10 best Facebook ad campaigns that killed it in 2018

The tactic:

Form is easy to present in a Facebook ad with a still image. Function, not so much. For a brand like Allbirds, for whom function (in the form of extreme comfort) is a key unique selling point, video is simply a better option. This very short video demonstrates why these particular shoes are comfortable, and some effective, punchy copy brings the effect home.

Why it works:

22 words. A customer testimonial, a value proposition, and a unique selling point, all in just 22 words of copy. Couple that with a simple, eye-catching video demonstrating another unique selling point, and you’ve got a well-crafted marketing message that manages to pack a whole lot into the few seconds of users attention most Facebook ads actually get.

The key takeaway:

Flaunt those USPs!

 

9) Loot Crate – “Defeat Thanos”

The 10 best Facebook ad campaigns that killed it in 2018

The tactic:

Want to hold a Facebook user’s attention for more than a few seconds? Give them something to do. This campaign from Lootcrate piggybacked on the massive success of the year’s biggest superhero movie in a unique and clever way.  Is this an ad? It’s tough to say. Aside from a brief bit of text and a link at the end, there is very little to delineate this post as an advertisement.

Why it works:

The folks at Loot Crate really know their target audience. There are few things avid collectors and hobbyists enjoy more than speculating about scenarios and selecting a squad of comic book characters to deal with it. The bold dollar amounts, normally indicative of an ad including special offers or discounts grab attention, but it is made clear quite quickly that those numbers aren’t what the viewer thought they were. The user experience remains largely unsullied, and the ad only really becomes an ad if the user wants it to.

The key takeaway:

Don’t disrupt the user experience if you don’t need to.

 

10) Dollar Shave Club – Ours. Theirs.

The 10 best Facebook ad campaigns that killed it in 2018

The tactic:

The marketing team at Dollar Shave Club have elevated the concept of branding and brand voice to an art form. Really, we could’ve picked out any Dollar Shave Club Facebook ad from the past 3 years and put it in this post, their team is that good. Delivering a comparable product to a commonly used hygiene item at a fraction of the cost of the dominant brands in their space was a good start, but Dollar Shave Club’s brand voice and crisp marketing language is where they’ve really shone.

Why it works:

Minimalist language, sharp (no pun intended) images, and an edgy brand voice. What more could a successful facebook ad campaign ask for?

The key takeaway:

Better marketing language = better Facebook ads.

 

 

Who to follow: Eric Meyerson

Who to follow: Eric Meyerson

Phrasee sits down for a revealing chat with Sensai's Eric Meyerson to talk about all things artificial intelligence, social media marketing, and the pot of ROI gold which lies waiting where these two worlds intersect.


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