Co-winners: Discovery Communications – TLC’s Cake Boss
In an effort to build Cake Boss’ fan community and drive awareness for new episodes, Discovery Comms leveraged Facebook by posting videos with sneak peeks of new episodes and behind-the-scenes footage, photos of boss Buddy Valastro’s family and other cast members. The Facebook page generated 200 million impressions and more than 420,000 likes. —RD
Co-winners: Peppercom and Whirlpool Maytag Facebook: It’s Good to be ‘Liked’
When Maytag had to recall 1.7 million dishwashers in April 2010, it posted recall information on its new Facebook page, attracting consumers who weren’t your typical happy fans. After a three-month cooling off period, Peppercom and Whirlpool did a relaunch, growing the community to 20,000 fans. The Big Game sweepstakes increased likes by 5,000, while the page grew from 400 disenchanted fans to 20,000 fans today. —RD
Honorable Mentions
Fahlgren Mortine - Donate LifeOhio: To reach potential organ donors for Donate Life Ohio’s Green Chair campaign via Facebook, a custom tab gave new donors an easy way to register.
GCI Health/Johnson & Johnson - The Nursing Notes by Johnson & Johnson Facebook Page: A special Facebook tab promoting the online version of J&J’s newsletter, Nursing Notes, generated 8,000 fans in its first year.
USANA Health Sciences - USANA Health Sciences Facebook: To engage its Facebook community, USANA posted original content and updates during its annual convention.