March 23, 2010
Inside Facebook has very interesting coverage of Levi’s Facebook advertising strategy around its “Fader Fort” event at SXSW. One of the takeaways: there are benefits to doing Facebook advertising in short but intense bursts.
Typically, display ad campaigns are designed to maximize reach and frequency. But advertising around a social graph introduces a new dynamic. If a number of your friends have recently interacted with a brand’s FB app, those actions are more likely to show up in your news feed, which will drive more viral growth of the app. So, it makes sense to deeply penetrate particular social graphs in a short period of time as opposed to hitting a broader demographic with consistency over time.
Brands like Levi’s are getting increasingly sophisticated in understanding social graph dynamics and developing new advertising strategies for the new media known as Facebook, and it is worth watching them closely to learn the latest tricks of the trade.