Best Facebook Campaigns: 25 Cases From Nike to Red Bull

Updated: November 2026

Facebook is a core advertising platform for brands, with 3.07 billion monthly active users at the end of 2023, according to Meta's results reported by Statista. The 25 brands below, from Nike and Coca-Cola to GoPro and Red Bull, run distinct Facebook playbooks. Dated, sourced results are given where they exist, including Coca-Cola, Tesla, Adidas, Tiffany and Dove.

Contents

1. How big is Facebook for brand marketers?
2. How did the 2018 News Feed change affect brand pages?
3. Which 25 brands run strong Facebook playbooks?
4. Which Facebook playbooks have documented results?
5. How do the 25 playbooks group by type?
6. What is the common pattern across these 25 Facebook playbooks?
7. What should a brand take from these playbooks?
8. Frequently asked questions
9. Sources

How big is Facebook for brand marketers?

Meta reported 3.07 billion monthly active users and 2.11 billion daily active users on Facebook for December 2023, up 3% and 6% year over year. Statista notes that Meta said it would stop reporting Facebook-only user numbers after that quarter, so 2023 is the last published Facebook-specific figure.

Meta's own release also reported fourth-quarter 2023 revenue of $40.11 billion, up 25% year over year, according to its filing with the U.S. Securities and Exchange Commission. Statista's coverage notes that 96% of that revenue came from advertising, which is why the platform's rules for brand pages matter to every campaign below.

How did the 2018 News Feed change affect brand pages?

On January 11, 2018, Mark Zuckerberg announced that Facebook would shift News Feed toward "meaningful social interactions," and said people would see less public content such as posts from businesses, brands and media. Axios carried his statement that the public content people did see should "encourage meaningful interactions between people."

Facebook said at the time that Pages could see reach, video watch time and referral traffic decrease, according to Engadget. The same report noted that Facebook saw live video driving six times as many interactions as regular video, which is why live formats stayed attractive to brands. The change explains why the playbooks below lean on live events, creator content and community rather than plain page posts.

Which 25 brands run strong Facebook playbooks?

These 25 brands run Facebook playbooks that tie paid acquisition, video, live events, community and creator partnerships to a broader brand idea. The descriptions of what each brand posts are EPR's editorial reading of public pages. Figures and dates carry a named source in the next section.

1. Nike. Uses Facebook for product launches, athlete storytelling, and Facebook Live event coverage.
2. Coca-Cola. Uses Facebook for global campaigns like Share a Coke and Holidays Are Coming, tying platform content to retail-shelf activation.
3. Apple. Highlights sleek design, launch teasers and Apple-produced video.
4. Starbucks. Excels at seasonal launches such as the Pumpkin Spice Latte and holiday cups, and amplifies user-generated content.
5. McDonald's. Uses Facebook for brand storytelling, menu launches and localized campaigns across its country pages.
6. Amazon. Uses Facebook for targeted ads promoting Prime Day, seasonal promotions and category-specific deals.
7. L'Oréal. Runs tutorials, product showcases and creator collaborations across dozens of brand pages including Maybelline, Lancôme, Kiehl's and Garnier.
8. Red Bull. The canonical brand-as-media Facebook page: extreme sports edits, live event coverage and athlete content. Red Bull uses the page to distribute its owned media rather than sell product directly.
9. Airbnb. Uses Facebook to showcase properties and travel destinations.
10. Spotify. Uses personalized content, Wrapped campaigns, playlist launches and artist takeovers.
11. H&M. Runs collection launches, sustainability initiatives and creator collaborations.
12. Tesla. An unconventional Facebook case. On March 23, 2018, the official Tesla and SpaceX pages were taken down after Elon Musk replied to a challenge on Twitter during the #DeleteFacebook cycle, as Fortune reported.
13. Pepsi. Runs high-energy content around Super Bowl activations, celebrity partnerships and music sponsorships.
14. Adidas. Uses Facebook for athlete partnerships, product launches and community engagement. The brand's October 25, 2022 termination of its Yeezy partnership is a documented crisis case, covered below.
15. GoPro. The user-generated-content example. GoPro reposts customer footage as its primary content strategy, turning every user into a distribution node.
16. Chanel. Uses Facebook for high-fashion runway coverage, campaign film distribution and archive content.
17. Ford. Runs vehicle launches (Bronco, F-150 Lightning, Mustang Mach-E), technology explainers and dealer-network coordination.
18. Unilever. Runs Facebook across a portfolio that includes Dove, Axe, Ben & Jerry's and Hellmann's.
19. Zara. Fast-fashion product drops, editorial imagery and lookbooks, with a low-caption, high-image style.
20. Sony. Uses Facebook to promote PlayStation launches, Sony Pictures releases and Sony Music artists.
21. Puma. Athlete and celebrity partnerships, product launches and lifestyle content.
22. Samsung. Runs Galaxy Unpacked event livestreams on Facebook around its product launches.
23. Tiffany & Co. LVMH-owned since January 2021. Uses Facebook for jewelry collection launches, celebrity partnerships and archive content, including the 2021 About Love campaign with Beyoncé and Jay-Z.
24. Dove. The Real Beauty campaign is Dove's brand backbone. See the full story in Dove's Real Beauty campaign.
25. Nestlé. Runs Facebook across Nescafé, KitKat, Nespresso and many other brand pages. KitKat's "Have a Break" content and the Nescafé "It All Starts With a Nescafé" campaign are its best-known executions.

Which Facebook playbooks have documented results?

Five of the 25 have dated, publicly documented moments: Coca-Cola, Tesla, Adidas, Tiffany and Dove. The table gives the date, the event and the source for each.

Coca-Cola. Marketing magazine reported in September 2014 that US Coke sales had risen 2.5% since the campaign's rollout, after falling for 11 years in a row. It added that the Australian season in 2011 lifted young adult consumption by 7%, that about 80 countries had taken on the campaign, and that the US version printed 250 of the most popular names among teens and millennials. For the full case, read how Share a Coke revolutionized CPG marketing.

Tesla. Al Jazeera reported that the official Tesla and SpaceX pages had roughly 2.6 million followers each when they went down. The episode started when WhatsApp co-founder Brian Acton posted the #deletefacebook hashtag, and Musk replied to a user who asked him to delete the SpaceX page. It is a documented case of a major brand removing its pages from the platform.

Adidas. The company announced on October 25, 2022 that it was ending its partnership with Ye. Hypebeast, quoting the release, reported that the company said the end of the Yeezy line would have a short-term negative impact of up to 250 million euros on its 2022 net income. The Adidas press release is the primary source for the decision.

Tiffany. LVMH completed its acquisition of Tiffany on January 7, 2021, as Xinhua reported. In August 2021 Tiffany announced the About Love campaign, which Robb Report Malaysia described as the first time Beyoncé and Jay-Z appeared in a campaign together. For the wider brand reset, read Tiffany's brand strategy under LVMH.

Dove. MediaPost reported that Dove's Real Beauty Sketches, made by Ogilvy Brasil, won the Titanium Grand Prix at Cannes Lions in 2013, and that the campaign generated 3 billion media impressions within 10 days. For the beauty category view, see beauty marketing campaigns that worked.

How do the 25 playbooks group by type?

The 25 playbooks fall into five types according to what the brand asks Facebook to do. The grouping below is an editorial reading, not a ranking.

What is the common pattern across these 25 Facebook playbooks?

None of the 25 treat Facebook as a single broadcast channel. Each brand runs a native Facebook operator function that ties paid acquisition, Groups, video, live events and creator partnerships to a broader brand thesis. The 2018 News Feed change makes that design logical, since Facebook said it would favor posts that spark conversations and interactions between people.

What should a brand take from these playbooks?

A brand should choose one playbook type that matches its assets and build the Facebook operation around it. Follow these steps in order:

1. Pick the type from the table above that matches what the brand already owns: media content, a customer community, a launch calendar or a campaign idea.
2. Design content that invites reactions and conversation, since Facebook said in 2018 it would favor posts that spark interactions between people.
3. Use live formats for launches and events, where Facebook reported higher interaction than for regular video.
4. Tie the platform to something outside it, as Coca-Cola tied Share a Coke to the shelf.
5. Plan for platform risk. Tesla showed that a brand can leave, and the 2018 change showed that the platform can change the rules.

Sources

• Statista, Facebook user engagement (Meta Q4 2023 results)
• Meta Platforms, fourth quarter and full year 2023 results (SEC filing)
• Engadget, Facebook will focus on friends over publishers in the News Feed
• Axios, Zuckerberg on the Facebook changes
• Fortune, Elon Musk Deletes SpaceX and Tesla Facebook Pages
• Al Jazeera, Elon Musk deletes Facebook of SpaceX, Tesla
• Marketing, 'Share a Coke' campaign increased US sales for the first time in a decade
• Adidas Group, adidas terminates partnership with Ye immediately
• Hypebeast, adidas: Life After YEEZY
• Xinhua via The Star, LVMH completes Tiffany acquisition
• Robb Report Malaysia, Beyoncé and Jay-Z are the faces of Tiffany's campaign
• MediaPost, Unilever's Dove 'Beauty' Wins Cannes' Titanium Grand Prix

Related: Marketing campaigns · Best marketing campaigns · Instagram marketing campaigns · Share a Coke case study · Tiffany brand strategy · Dove's Real Beauty campaign

Part of the Facebook Cluster on Everything-PR: canonical coverage of Meta's flagship platform across campaigns, operator playbooks, crisis cases, and the platform's brand-page rules.