The stunning conclusion to our four-part series on giant snack brands on Facebook is finally here; we know you’ve been waiting with bated breath. We’ve seen a lot in part 1, part 2, and part 3, and in part 4 we’re going to try to put all of our learnings together to establish a final list of Facebook Page do’s and don’ts.
Here are the top 20 snack brands on Facebook, based on size of owned media (again, data collected on 4/4/11) with 16 through 20 highlighted:
- Oreo – 18.9 million
- Skittles – 16.3
- Pringles – 12.6
- Nutella – 9.6
- Starburst – 8.4
- Reese’s – 6.9
- 5 Gum – 4.6
- Kit Kat – 3.5
- Lay’s – 2.5
- M&M’s – 2.1
- Hershey’s – 2.0
- Life Savers Gummies – 1.8
- Snickers – 1.8
- Trident Chewing Gum – 1.8
- Cadbury Creme Egg – 1.7
- Sour Patch Kids – 1.7
- Twix – 1.6
- Doritos – 1.6
- Cheez-It – 1.6
- Tic Tac – 1.6
A hallmark of a great brand is consistency – in look, feel, messaging, voice, etc. – and we can see that this week’s five pages are great examples of that. Starting with #20, Tic Tac lands us on a whimsical city in the clouds that invites us to a world of “playful freshness” which feel very naturally tied to their other marketing efforts, which all have that playful vibe, especially their TV spots.
On Cheez-It’s page, we land on a custom tab announcing that Facebook fans have chosen the next flavor, Colby, much like we saw on Life Savers Gummies’ page. If we click through the application, we can see the multi-layer experience features games, a cheese flavor leaderboard, and the scientist from the TV commercials – great execution of cross-channel social and brand continuity.
Doritos has a nice tie in with the new Green Lantern movie on its Facebook Page – a custom profile image, custom tab experience, and wall photo rail – and is a very cross-channel partnership, as the movie is also being promoted across other Frito Lay snacks, like Cheetos, Ruffles, and Brisk, and at point of purchase in various retail spots.
Twix, too, has a custom landing tab with a new product launch, which is also cross channel with other digital marketing efforts, and obviously in-store promotional materials. The page features two time-waster games that are meant to give fans a branded experience when they “need a moment?” and want to briefly step away from what they were doing.
Lastly, Sour Patch Kids has a snarky – and sour – brand voice that resonates well with its fan-base, both on Facebook and off. With status updates like “I can read music, but I can’t hear books” and “You guys should have a ‘Sour then Sweet 15,’ I’ll DJ” one wonders if they could be doing more to boost engagement and post-value, as we saw Nutella doing in part 1.
Final Take Aways:
- Capture your visitor right away. This can be accomplished either by having them land on a custom tab with stimulating creative or by making the Wall a destination for immediate engagement.
- Ensure that your custom experiences are clearly defined and tie directly back to a business objective in social (i.e. acquisition, engagement, awareness, etc.). Also, set the tone for your Page, and create a set of guidelines for users to follow – then remove content that isn’t up to your brand’s standards.
- Experiment with native Facebook functionality, and get creative in the ways that you engage your users. It’s not enough to do wall posts when you air a new TV spot or launch a new product or deal; you need to vary the engagement to keep things fresh and fun. Users are listening; are you engaging?
- Your brand is your most important asset – be sure to make one message and one voice sing across all of your marketing and advertising channels. Your fans are the same, be your message in-store, billboard, email, or on Facebook. Consistency is king here.
Did we miss one of your top 20 snack brands? Let us know in the comments!
