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We are slightly delayed on our weekly showcase of The Dachis Group's Social Business Index from last week which focused on Halloween and early New Years competitions so this week we'll have two!

The Dachis Group has analyzed three well-known brands – Nivea, LG and Dreamworks - to show why they are faring better in the social space this week.

We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

Maxingvest (Nivea)
Analyzed by Joe Pinaire

Pucker up: Nivea is asking fans to share their touching love stories in return for the chance to win a trip for two to Times Square for New Year’s Eve. News of the annual contest - dubbed #KissoftheYear - broke last week as the brand ramped up their Facebook page and a Twitter hashtag to promote the campaign. On Facebook alone, there were over 5,000 fan engagements (likes, comments, shares) across just four brand posts. 

The contest takes place in a custom Facebook app and with over 1,000 entries so far, it seems that fans are eager to open up their mouths hearts and share their mushiest of love stories. It may feel a little early to be talking about New Years, but if Nivea can continue to drive buzz around the contest they can expect to experience two things:

  1. a considerable increase in new fans who want in on the promo
  2. a continued outpouring of brand love from their existing fanbase

This is exceptional given that many of the brand campaigns we see on Facebook are designed to achieve either scale or engagement, but it seems this one may have the legs to do both.

LG Corp.
Analyzed by Joe Pinaire

LG Corp's lift in social buzz came from the brand’s regional marketers in India, where they have been using Facebook to engage fans around their Diwali Quizovation Contest--a brand promo which celebrates the spirit of innovation. 

The contest is housed on LG’s website, but they’ve been using Facebook as a means to drive buzz and traffic to the contest. Most notably, the brand has created engaging, photo-rich content to pique their fanbase’s interest around the innovations of yesteryear and many of the brand’s fans have taken a considerable liking to their activity. 

Couple this content approach with the national holiday Diwali and LG’s social marketers will have plenty to celebrate over the coming weeks.

DreamWorks Animation SKG
Analyzed by Allison Squires

Last week, the Halloween spirit was a major driver in DreamWorks’ jump in the Social Business Index. Shrek’s Thrilling Tales DVD exclusive release was announced on both the Shrek and Megamind Facebook pages. This spooky movie is the perfect way for families to get together and have fun with Shrek and his animated friends. 

Additionally, the Shrek Facebook page is bringing trick-or-treating online by directing visitors to the DreamWorks Animation page to get some Halloween goodies. The playful image that received over 3,000 shares shows Shrek with a stick in his mouth, a donkey in his lap and 5 green wiggly toes with a caption that reads Trick or Treat, Smell my Feet.” This playful image was eagerly shared to spread the Shrek-o-ween cheer. 

Heather Taylor

Published 5 November, 2012 by Heather Taylor

Heather Taylor is the Editorial Director for Econsultancy US. You can follow her on Twitter, Google+ or Pinterest.

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