New Old Navy Facebook App Is On Brand
Each month, Facebook recognizes brands that are doing the best job of engaging their fans on fan pages. A Mashable post this summer, entitled Facebook Gives Props to Top Brand Marketers reported that FB has recently started handing out “Blue Ribbon Awards” for the most creative, innovative campaigns.
The way in which FB determines the winners is by “looking at the most popular pages by fan count and then looking at interactions of the fans with the page ratio (defined as comments, likes).”
Facebook needs to add one more dimension to their criteria, diving one step deeper as they evaluate and recognize creativity and innovation. While lots of FB campaigns are clever, many of them are off brand. “Good” campaigns may do a good job of engaging, but they may not move the brand ahead. “Great” campaigns, on the other hand, do both—engage AND remain true to the brand.
Today, Crispin Porter + Bogusky rolled out the Old Navy “Fab-u-lister”—a clever holiday shopping list creator that uses content from people’s FB profiles to help shoppers pick out exactly the right gifts for everyone on their list. Engaging? Absolutely. And, in our opinion, a campaign that’s remarkably on brand.
EACH MONTH, FACEBOOK RECOGNIZES BRANDS THAT are doing the best job of engaging their fans on fan pages. A Mashable post this summer, entitled Facebook Gives Props to Top Brand Marketers reported that FB has recently started handing out “Blue Ribbon Awards” for the most creative, innovative campaigns.
The way in which FB determines the winners is by “looking at the most popular pages by fan count and then looking at interactions of the fans with the page ratio (defined as comments, likes).”
Facebook needs to add one more dimension to their criteria, diving one step deeper as they evaluate and recognize creativity and innovation. While lots of FB campaigns are clever, many of them are off brand. “Good” campaigns may do a good job of engaging, but they may not move the brand ahead. “Great” campaigns, on the other hand, do both—engage AND remain true to the brand.
Today, Crispin Porter + Bogusky rolled out the Old Navy “Fab-u-lister”—a clever holiday shopping list creator that uses content from people’s FB profiles to help shoppers pick out exactly the right gifts for everyone on their list. Engaging? Absolutely. And, in our opinion, a campaign that’s remarkably on brand.
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