This year was a big year for Instagram. This year alone, the rapidly-growing media-sharing app launched new features like longer video, Instagram Stories, zoom, Boomerang and mentions in Stories, and live video on Stories.
On top of that, the social media giant rolled out a new look, updating its icon and app design early on in the year.
This past year, Instagram was integral to marketing campaigns run by companies big and small around the world.
In this article, I’ve compiled the 32 Best Instagram Campaigns of all time, featuring some crazy, clever, and even controversial campaigns.
Our first Instagram campaign comes from Marvel, promoting Captain America: Civil War. Though Marvel pulled out all the stops to promote their most ambitious production to date over a number of mediums, this post stood out in its uniqueness, its strong fit to the Instagram platform, and its viral nature.
For this campaign, Marvel put together a team of 10 graffiti artists to paint Civil War’s iconic airport fight scene across the side of a building and documented it all to create a timelapse for Instagram. This is an exciting and unique marketing strategy because it goes beyond the usual billboard and TV advertising most films do – it’s a large-scale, real-world tactic that deserves a “wow”.
As a video timelapse, it fits the Instagram medium perfectly – it’s a strong piece of visual content and it stands on its own without audio, which is important for those browsing in public. Finally, I love that it has a longer lifespan than most Instagram campaigns. Because it’s a real-world fixture, people passing by the building will be intrigued.
A big part of marketing on Instagram is looking the part. Xbox took this advice to heart when designing one of their marketing campaigns for the Xbox Design Lab, which allows gamers to design an Xbox controller with custom colors.
Xbox shot a series of images in the popular “flat lay” style (also known as knolling) to show off various color combinations. The flat lay style has become ubiquitous on Instagram, primarily in photos of clothing, desk setups, and food, and Xbox takes this to the next level with this campaign.
These photos are great because they’re so Instagram. They don’t look like something copy-pasted from a Facebook post or some hero image on the Xbox site – they’re uniquely crafted for Instagram as a medium with the users in mind. Each photo is beautifully color-coordinated; even though the Xbox controller is central in each of them, it’s not overly emphasized. It’s just the right amount of promotional.
This campaign is also wonderful because it shows Microsoft understands their target demographic. Each of the posts addresses a specific subsegment of Xbox players, whether they’re athletes, gaming aficionados, artists, intellectuals, or speed demons. By targeting each demographic individually, Xbox found a way to maximize engagement on each of their photos.
Finally, Xbox used a hashtag, #MakeItYours, to tie all of these images together, creating a single cohesive campaign.
3. Batman v Superman
The other (admittedly less well-received) big superhero-versus-superhero movie of the year also found great success in its Instagram marketing. In the days leading up to the film’s launch, its official Instagram account posted several stills from the film with quotes from reviews by trusted publications like Rolling Stone, USA TODAY, CBS, and more.
This was a great strategy because it leveraged expert influence to generate and maintain social proof – basically, Batman v Superman used these experts’ reviews to convince more people to see the movie. By highlighting the publications and featuring their logos, the film’s account made it clear who endorsed the film to viewers.
Once the film was in theatres, the account went a step further and did the same thing with reactions on social media, quoting happy viewers’ Tweets to further cement Batman v Super as a great movie.
This is a particularly intelligent strategy when considering the context surrounding the film at the time: reviews were mixed and would-be watchers were worried about the film. By highlighting the positive reactions to the film, Batman v Superman worked to minimize consumer uneasiness to keep people watching.
Ah, good old celebrity endorsement.
Tesla – a company whose Instagram account is notably influencer-free for the most part – posted a few videos featuring happy new owners of its Model X SUV. These owners happened to be Eva Longoria and Harry Shum Jr., both of whom are well-known actors.
There are three main strengths to these posts…
The first is, of course, the celebrity and influencer appeal. Both Eva and Harry have millions of Instagram followers who look to them – consciously or subconsciously – for advice on things like fashion and lifestyle. Seeing celebrities happily endorsing products goes a long way towards getting their fans to hop on board the Tesla train.
Second, I like that Harry’s video highlights the Model X’s automatic doors. It does a great job of showing off the car’s unique features without being overly promotional or technical. His genuine reaction to it helps as well, and helps Tesla convey the joy a driver will get out of owning one.
Finally, these videos are reposted from Eva and Harry’s personal Instagram accounts. It’s always nice to see that a company is interacting with others on social (even if, in this case, they’re celebrities).
This is one of the most unique campaigns on this list. Co-promotions are pretty common, and are generally run by two or more companies who share a similar target market. Though GoPro has a pretty wide appeal, its roots are based in extreme sports. That’s why it was surprising to me that the camera giant ran a co-promotion with The Secret Life of Pets.
The short video highlights GoPro clips of real extreme sports followed by characters from the film “performing” the same stunts. It’s wacky, adorable, and somehow, it works – for several reasons…
First, we love that GoPro chose to partner with a brand out of left field. For smaller brands, it probably makes more sense to partner with a brand that shares a similar target market. However, GoPro is the undisputed king of sports-oriented camera gear.
Reaching out into a generally untapped market – younger users – is a great way for them to test other potential markets. On top of this, Secret Life of Pets benefits from being able to market through GoPro to a demographic that might not be the typical Pets watcher.
Finally, note that CTA in the caption – if you have a certain goal for your Instagram posts, a CTA in the caption never hurts.
6. Fantastic Beasts and Where to Find Them
The triumphant return of J.K. Rowling’s Harry Potter series, beginning with Fantastic Beasts and Where to Find Them, was heralded by extensive social media marketing. One great example of an Instagram campaign for the film was the introduction of #WizardingWednesdays, a hashtag campaign that encouraged Potter fans to engage with aspects of the new movie by answering questions, taking quizzes, and more.
This campaign is great, especially when considering the Potter world – a large portion of its fanbase grew up with the series, and are highly engaged. This is a community with a rich network of fan-made content like drawings, fan fiction, and more. The Fantastic Beasts team showed with the #WizardingWednesdays campaign that they understand their target audience by encouraging them to engage.
Getting fans personally involved is a great way to improve your sales and conversion rates, whether it’s selling a product or getting people to watch a film. It creates a personal and involved connection that strengthens the relationship between brand and consumer.
With Nike’s constant dominance and Adidas’ recent uprise in the footwear world, the sneaker game has never been as competitive as it is now. Release after release, sneakerheads around the world line up – in stores and online – to get their hands on the latest sneaker.
For the release of the NMD Pitch Black, Adidas ran a contest on their Snapchat account, promoting it through their Instagram account, which has almost 16 million followers. Adidas hid a phone number in their Snapchat story and got entrants to text it to enter into a raffle for 1 of 100 pairs.
The company then posted a series of 3 photos on their Instagram profile: one to announce the contest, one with contest rules, and a follow-up post to remind followers to enter.
This campaign is great for a number of reasons. First, it’s a great way to direct traffic to another social platform. Adidas used this contest to drive their large and engaged Instagram audience to their Snapchat account, increasing their following and engagement on that platform for future marketing efforts.
Next, it’s a contest – and contests are one of the best ways to get your followers to engage with you on social media and to generate interest in your products. This campaign surely served to boost awareness not just for this release, but for future releases for Adidas sneakers as well.
October saw the launch of PlayStation VR, Sony’s own virtual reality headset. During the PlayStation VR launch, the PlayStation Instagram account took to Sony Square NYC, Sony’s new showroom in New York, to live-post the event.
Photos the PlayStation account posted from the event showed the venue, people lining up, people testing the product, the first buyer, and more.
Live-posting from an event on social media is a great way to switch up your content strategy and make local events feel like international expos. They’re effective because they help your social following feel like they’re part of any events you hold – this capitalizes on FOMO, or “fear of missing out”. This also helps to reinforce brand image by showing your customers the people on both ends of your business – your employees and your customers.
One thing PlayStation could have done better is to tag the people featured in the photos. Though it might not have made a big difference to a company as big as Sony, tagging users in your event photos can help to increase engagement and reach their friends and followers through the Explore feed. It’s a small thing that can make a big difference.
9. Hillary Clinton
Political views aside, there’s no doubt that social media has turned into a major battleground for politicians to duke it out during election season. Of course, the 2016 presidential election was no exception.
Though both sides had their social media triumphs (and more often than not, blunders), one of the strongest ongoing strategies from Hillary Clinton’s social media team was the clever use of infographics to better convey statistics to Instagram users.
Statistics can be really boring – but sometimes they’re important. Infographics visualize data in a way that’s more accessible and easily understood. Best of all, they’re easily shareable. The infographics put together by Hillary Clinton’s team work to show the importance and magnitude of the issues they wish to highlight.
Though – as any political posts do – they received their fair share of controversy, I found these infographics to be informative and just right for a platform like Instagram.
To promote the newest iteration of their Civic Coupe, Honda looked to their fans for help in designing the world’s first crowdsourced stunt track. Filled with obstacles like bowling pins, pinball bumpers, and – strangely – donut cannons, the track was a culmination of suggestions from Honda fans all over the world.
Honda’s Instagram campaign comprised a series of photos and videos featuring a professional driver taking on the aptly-named Civic Dream Track to show off the Civic’s capabilities. This campaign does a couple of things well…
First, its crowdsourced nature engages viewers. Fans who took time to help Honda design the track will likely engage with and share this video, as it’s a result of the work of Honda’s loyal following.
Next, it’s unique! Having the “world first” of anything makes for a compelling caption and an enticing watch. On top of that, people in Honda’s target market for the Civic Coupe would likely be interested in stunt driving, which makes it the perfect piece of content. Even those who aren’t normally interested might watch to see a Civic take on things like a dragon piñata (don’t ask).
One thing Honda could have done better was utilize the #CivicDreamTrack hashtag to link the content in this campaign together.
11. Stranger Things
Stranger Things was one of the dark horse hits of television in 2016 – it became a cultural phenomenon, due in no small part to the team’s aggressive marketing efforts. Here in Vancouver, all I saw for months were Stranger Things advertisements plastered all over public transit.
One of their best marketing campaigns, however, was a partnership with Google to promote both the show and Google’s new app, Google Allo. The campaign featured a hidden a Stranger Things vending machine in New York City, which could be found through Google Allo.
This promotion is great primarily because it’s one-of-a-kind. People were able to use Allo to control the vending machine, as if they were a character from the show. This kind of promotion is primed to go viral – you can bet it would have been huge if the team placed vending machines in more cities around the world.
Next, it’s a great way to link two properties from separate brands that one might not think would work together. Though both Stranger Things and Allo have a wide potential market, linking them helps reinforce their positioning and strengthen awareness in both of their target demographics.
Finally, it’s competitive. Because it was a hidden machine, you can bet people in New York tried their best to find it right away. Incentivizing people with a sticker pack was a nice bonus, as well.
I’ll admit I’m biased here. In terms of marketing strategy, Deadpool had my favorite one out of any movie in the last few years. It was aggressive, viral, and totally irreverent.
Don’t believe me? Check out these examples.
Truth be told, it’s hard to think of a singular thread linking all of Deadpool’s marketing, because it was so vast. The team behind the “merc with a mouth” covered so many different Instagram strategies: hashtag campaigns, infographics, video content, content relevant to current events – the list goes on.
One thing to highlight was lead actor Ryan Reynolds’ participation in Deadpool’s Instagram marketing strategy. The team decided he needed an Instagram account of his own, posting as if he was Deadpool to add to the film’s habit of breaking the fourth wall. Both the official movie account and Ryan Reynolds’ posted unique content promoting the film, and they hit it out of the park.
Something we can define about Deadpool’s marketing strategy, however, is that they decided on the tone of their marketing communications early and stuck with it all the way through. They modeled their edgy, often inappropriate tone after the titular character himself, resulting in a cohesive, hilarious, and memorable marketing campaign.
It’s that time of year again! Beyond the annual launch of the Pumpkin Spice Latte, Starbucks’ biggest cultural phenomenon is the launch of its iconic Christmas #RedCups.
This year, Starbucks first ran a “preview” campaign, teasing Starbucks fans with the mystery of this year’s design. Starbucks allowed fans to preview the cups by “unwrapping” them on their Instagram Story. This is great because it informs fans that Starbucks’ Story may be a place for promotions in the future, which is sure to increase views.
I love this strategy because it’s a wonderful way to generate excitement for the upcoming launch of the red cups. The next time you’re launching a new product, try running a countdown promotion to build hype. This might come in the form of a giveaway or even discount codes for early adopters.
Now that the cups have launched, Starbucks is running a series of contests to highlight the best photos featuring red cups from its fans. Each week features a different theme, like “home for the holidays” and “adventure”; three people will win a $500 Starbucks gift card each week. Throughout the contest, Starbucks highlights some of their favorite entries on their Instagram Story.
This is an even better way to promote your products, for a multitude of reasons. First, it’s a sure-fire way to generate high-quality user-generated content for your campaigns or for future marketing efforts. Next, Starbucks’ idea to use their Story to showcase good entries is a nice way to reward entrants, even if they didn’t win. Finally, I love that Starbucks chose to give away gift cards – that’s always the best prize you can give as it ensures entrants are people who are interested in your brand and products.
This giveaway example from Suja Juice is awesome because it’s themed around the 12 days of Christmas, making it relevant and engaging. I love that each day the giveaway prize is something slightly different, helping Suja show off their different products.
The link in their bio (which they refer to in the caption) is a Like2b.uy link – this is a great way to use a monetization platform to link to the content. Finally, Suja makes great use of multiple hashtags to reach as many people as possible with their contest.
Disney posted this photo to promote the release of their film, Rogue One: A Star Wars Story on December 16th.
First, let’s look at the photo itself – it features the stars of the film, including Felicity Jones and Mads Mikkelsen; the sheer fame of the people in the photo is sure to get people interested. Next, the setting is great – there are stormtroopers and other in-costume characters in the background, and the photo is taken in what looks to be a set piece from the movie.
I like that Disney tags the @StarWars account, and uses the hashtag #RogueOne – this increases the chances that Star Wars fans who might not follow the Disney account will see the post on their Explore feed. Lastly, they direct viewers to their Snapchat and Instagram Story, helping to increase their follow on their other social platforms, too.
There’s a lot of hype surrounding the arrival of everyone’s favorite neighborhood web-slinger to the Marvel Cinematic Universe. Marvel created a short video (a trailer trailer?) to promote the trailer’s upcoming release on Jimmy Kimmel Live.
First of all, I love that it’s a video and that the video itself is unique. It clearly states when the trailer will come out and when the movie’s release date is. The post features a hashtag for the movie and tags @jimmykimmellive to promote the partnership between the two companies.
Using videos to preview upcoming products is a great way to highlight things that a picture might not be able to capture properly. Make sure you add text to the video to let people know when they can expect it and where they can get it.
Nike does a ton of things right here. Where to begin? The video is short, simple, and engaging. It features a clear shot of the product, cute drawings, and engaging text: “are we running today?” And, oh yeah – it features Kevin Hart, one of the most popular comedians around.
What I love most is that the text is inviting and mysterious – viewers want the answer to the question Nike poses in the caption, so they’re likely to visit the page Nike links to. The page itself is a landing page for the Apple Watch Nike+, which features more information about the product. It’s a very cohesive and well-put-together campaign.
If you want to push social traffic to a landing page, make sure your copy is succinct and inviting. Ask a question or pose a scenario that viewers can answer by visiting your page, and make sure the page matches the theme of your Instagram post.
This post from Amazon is a simple success. Though it’s a repost, regramming content from fans and followers shows them you’re listening and actively engaging with the content you’re tagged in. I like that they have a hashtag, #PrimePet, for Amazon-related media featuring pets.
Amazon also leverages hashtags like #caturday and #boop to engage viewers who are interested in kittens. Best of all, the post is just a branding play – besides the Amazon logo on the box (but who’s looking at the box anyway), this is just a post that helps show off Amazon’s playful brand personality.
Make sure not all of your posts are about your products – use social platforms like Instagram to engage your consumers in ways you wouldn’t normally be able to. Social media is one of the best places to build your brand.
19. Adidas Originals
Adidas shows off their product launch know-how in this post, promoting a new Kanye West-designed Yeezy Boost 350 V2 model. The image is creative, featuring vivid virtual renditions of the shoe (and its box!). More importantly, the image also features the launch date, and the link people should visit to buy the shoe.
Follow these practices when promoting a new product of yours on Facebook – post photos in the days leading up to it that link to a page featuring information about the product: where it can be found, how much it will cost, and product details. Sharing important information like this on your social platforms makes it more likely to reach more people, ensuring your product launch will be a success.
H&M takes advantage of the frantic holiday season by reaching out to gift shoppers with this post. The video is a simple stop-motion clip that highlights H&M branding and the concept of gift-giving.
The real value of this post lies in the caption. H&M includes a CTA linking viewers to a high-value piece of content: a holiday gift guide to the “season’s best gifts”. By making the link simple to remember (hm.com/magazine), H&M maximizes the chances that people will visit the link, even if Instagram doesn’t support links in captions.
When using Instagram to drive traffic to your content, make sure you clearly communicate its value and make it easily accessible.
21. Louis Vuitton
Louis Vuitton’s 2016 Christmas campaign is a wonderful example of smart, seasonal content. By framing these posts as “holiday gift ideas” from the #LVGiftWorkshop, Louis Vuitton circumvents needing to avoid being overly promotional. During the holiday season, people are on the lookout for good gift ideas; Louis Vuitton takes the opportunity to introduce its wide range of products to its fans and followers.
I like that the contest is clearly themed – using red and gold conveys the holiday motif and lets viewers on LV’s profile see that these posts are all connected, increasing the chance that they’ll click through a few of them.
When planning social media marketing for your products, keep in mind the big shopping times of the year like Christmas and Black Friday to push products on your Instagram profile. Consider creating coupons for these times of year to maximize sales.
This is a great post from Vogue. Firstly, it highlights an influencer, Adriana Lima, and a big event, the 16th Victoria’s Secret Fashion Show. Though the video itself is pretty cool and I love that it’s a behind-the-scenes look at how the Victoria’s Secret models spend their time when they’re not walking the runway.
Vogue tags a location, and they include a CTA to click the link in their bio to see the full piece of content. This helps to drive their social traffic to another location where viewers can experience the full piece of content. The link in their bio links to their Likeshop page, which means Vogue can send their viewers to relevant pages without needing to change their bio link often.
Behind-the-scenes photos or videos are great ideas for content – they provide your viewers with a special look into how your business operates behind closed doors. This type of content is exciting for customers, who often only get to see your “polished” marketing materials.
Finally, a contest! Starbucks celebrates their iconic red cups and the holiday season in this post by encouraging fans to share their photos of their red cups to win a $500 grand prize. Photo contests are an awesome way to generate excitement among your followers, while collecting user-generated content that you can share in future social posts or use for other marketing initiatives.
I like that Starbucks chose a theme for their contest (“Light Up Red Cups”), and that they have contest eligibility and prize information clear in the photo’s caption. Finally, Starbucks does a great job in this campaign of highlighting notable entries on their Instagram Story as the contest goes on.
If you’re looking to boost engagement, increase your reach and draw in new followers, a contest is the way to go. Use an app like Wishpond (or do it yourself!) and run a sweepstakes or photo contest. Encourage followers to share your contest on social with friends in exchange for extra entries to help it spread.
24. Forever 21
Forever 21 does a great job of capitalizing on the popularity of the new Star Wars movie by posting a Star Wars-related Boomerang post. Besides being topical, this post is great because it has a CTA directing viewers to a link in their bio where people can find their Star Wars-inspired clothing, as featured in the video.
Leverage different types of media, such as Boomerang videos, to catch followers’ attention. Keep your eyes out for trending news – whether it’s celebrity gossip, big movie releases, or world news. Post photos or videos on Instagram with your own brand’s take on current events, through things like parodies or references (but try to stay away from politics).
This is one of my favorite Instagram posts for the 2016 holiday season. I love that GoPro partnered with an influencer who’s popular with their target market (in this case Travis Fisher, a water skier) and made it holiday-themed by dressing him up as Santa.
In this post, GoPro runs a caption contest – a unique, engaging, and easy-to-enter contest type for Instagram users. The prize is attractive (it’s a GoPro) and the contest is engaging because the winner is the comment that gets the highest number of likes (Instagram recently implemented likes on comments). This is a genius move from GoPro, as it means entrants will be likely to share the post on their social channels so their friends will vote.
Run different types of contests so you can keep your promotion strategy fresh and exciting. Run thematic contests that encourage entrants to be creative – and incentivize them to share the contest with their friends.
This isn’t a campaign to promote a product, but it’s still a great post from BMW. In this set of posts, BMW thanks their fans for helping them reach ten million followers on Instagram. The caption in their “thank you” photo is sincere and the photo itself is creative and unique.
Thank your followers – your social media presence wouldn’t be the same without them. Though BMW as a car company probably can’t do this, think about giving out a small discount or coupon when you reach follower milestones, as a way to give back to your social communities.
This is a great partnered post with an influencer. It’s seasonal – it highlights a “cute and cozy” winter look. I love that Topshop uses Like2b.uy, a monetization platform that makes it simple for the brand’s fans and followers to find and purchase products from its e-commerce shop.
The influencer is popular – she has over 86 thousand followers on Instagram. It’s also great that she’s posted a similar photo from the same shoot on her profile, tagging Topshop and linking to their Like2b.uy URL. Topshop follows all of the partnered post best practices here, and it’s a great success.
This is one of the most creative Instagram marketing examples on this list. YouTube created a campaign called #GuessThatVideo, to highlight the most memorable moments in YouTube history. Each post is a short video featuring emojis that represent an iconic video that went viral on YouTube.
This marketing campaign is purely for branding purposes – it helps YouTube reinforce its position as market leader and the home of some of the internet’s most viral content. It also succeeded in getting thousands of Instagram users to guess which video each post was referencing, making it astoundingly engaging.
Asking your followers questions is a great way to get them involved with your brand, as it shows them you care about what they have to say. If you want to incentivize engagement, consider offering a prize for the best answer or the answer with the most likes.
MTV capitalizes on the popularity of artists like Ariana Grande and Drake as well as the Thanksgiving holiday with this Instagram marketing campaign. Each post features a video showing two hands pulling a wishbone (a Thanksgiving tradition); the video caption asks followers to vote for the album they think is better.
Again, this campaign is engaging as it gets people commenting and creates discussion in MTV’s comments. MTV leverages the popularity of others to help boost their brand’s reach on social platforms.
You can try something similar – for example, let fans vote on their favorite color of your newest product, and then add a discount for the winning color. A strategy like this helps to drive both interest and sales – that’s a win-win.
30. Vans x Nintendo
As both a geek and a sneakerhead, I love this campaign. Vans and Nintendo came together to create a line of Vans sneakers featuring Nintendo characters and products. This post, a video featuring a Mario landscape and an 8-bit Vans shoes, perfectly captures the spirit of the collaboration.
It’s a product-centric post that doesn’t feel overly promotional, because it’s a creative and unique piece of media. I love that both accounts posted the video and tagged each other, and that the video caption includes an (easy-to-remember) link to the product pages, as well as a hashtag for this specific collaboration.
When you launch a new product, consider being creative and going beyond simple product photos. Think of interesting ways to highlight a new product – maybe a teaser, an artist rendition, or something else. This helps your posts stay away from feeling overly promotional, while still helping you share them with your followers.
In advance of the launch of the (ultimately disappointing) video game No Man’s Sky, PlayStation posted this extremely creative video. It imagines what a familiar interface (in this case, the iPhone weather app) would look like on one of the planets of No Man’s Sky. This is an awesome way to build hype for a product launch.
Because it’s so unique, this Instagram campaign drew a lot of humorous comments from engaged followers interested in buying the game. It effectively highlighted the game’s art style and the premise of the gameplay itself in a simple post.
Think of creative ways to tip something familiar to your viewers on its head to highlight your brand or product. Doing something like this helps to pull viewers’ attention from their feeds and encourages them to comment and share the photo or video with their friends.
32. Red Bull
Looks like everyone’s hopping on the Star Wars train! This is a perfect example of a company using trending topics to their advantage in social media marketing. Red Bull takes something interesting to the general public (Star Wars) and something from their own brand (sports – in this case, fencing) and puts them together to create a visual spectacle.
There’s no indication that this is the result of a marketing partnership between the two brands, but it wouldn’t surprise me. The comments are full of people tagging their friends, because the media in the post is exciting and relevant to their interests. It doesn’t do anything to promote Red Bull’s products, but you can bet the increased engagement is going to lead to strengthened brand recall.
Again, capitalize on current events to reach new segments and engage your current followers. These types of posts are very shareable – use this to your advantage by adding a link to an additional related piece of content or a relevant product.
There they are: my 32 favorite Instagram marketing campaigns of all time. This isn’t an exhaustive list – I’d love to hear from you about which campaigns blew you away this year. Let me know in the comments below!
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