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3 Facebook Campaigns That Have Lessons for Your Business


Facebook made $9.16 billion in ad revenue in the second quarter of 2017. Next to Google, they’re the big monolith of online advertising. Why? Aside from Facebook’s huge user-base, their ad platform offers businesses a lot of control and opportunities. Here are some examples of Facebook advertising which demonstrate this potential.

Alamo Drafthouse Cinema logo

Alamo Drafthouse Cinema – Rewarding Customer Loyalty


Alamo Drafthouse Cinema is a US cinema and restaurant chain. They were one of the first companies to adopt Facebook Deals. This promotion gives incentives to people at a location when they use their phone to check in on Facebook.


Checking into a business on Facebook shares the company with your friends, which is why Alamo rewarded people who did with a free pint. The location with the most check-ins in a week also got a free movie screening.

More than 5,100 people checked in to their Austin location alone. Across all locations, they poured over 10,000 free pints. Alamo rewarded loyal customers, but also created check-in stories, which helped extend the brand’s reach.


As Alamo learned, being an early adopter of new technology can reap huge rewards. Keep your ear to the ground, but ask yourself with each new invention, “Can my business use this, and should it?”


Bonobos logo

Bonobos – Selling a Niche Product


Bonobos is a Chicago-based menswear company that started out exclusively selling pants online. From 2007, their cutting-edge business model helped them expand their revenue and product range. In June 2017, Wal-Mart bought them out for $310 million.


When Facebook promotes their ad platform, they often talk about Bonobos’ case study. Bonobos sold lightweight corduroys in a colour called ‘Cubbie Blue’, with baseball-print lining. It was a niche product, but perfect for Chicago Cubs fans.

They targeted young male Facebook users in Chicago with an interest in baseball. Bonobos ran an ad calling the corduroys “pants for Wrigley” and “bleacher friendly”. These high-end pants for Wrigley Field cost about $120, and Bonobos only spent about half of that on Facebook Ads to sell out their entire stock.


Even a niche product can sell out if you target the right people. You could waste a lot of money advertising a specific product like Chicago Cubs-themed corduroys to a non-specific market.


Emaline Delapaix

Emaline Delapaix – Getting Customer Service


Emaline Delapaix is a musician with thousands of Facebook followers. She uses rental cars when touring and had a disastrous experience with one company in 2014. When Enterprise Rent-A-Car overbooked, they cancelled her reservation with only 45 minutes notice. They offered no upgrade, help to organise a replacement or basic customer support. Emailine had to cancel two shows.


Emaline posted the entire story and promoted it as an ad on Friday evening. After being ignored initially, she got a reimbursement on Saturday morning. What made her post unique and effective was how the post’s audience was selectively targeted:

  • Location targeting to reach the company’s three executive headquarters
  • Interest targeting to reach people who liked the company’page
  • Employer targeting for Enterprise and local media publications


Social media has slightly tipped the balance of power towards the consumer. With careful targeting and a little money, Facebook Ads let you go further. You can cut through the corporate hierarchy and get results faster. Facebook Ads aren’t just a boon for companies, but a warning as well.


If any of these case studies have inspired you, get in touch with us to talk about how you can promote your own business on Facebook. We offer tailored social media packages and can plan each campaign with you ahead of time.