The document analyzes 20 top-performing image posts from brands on Facebook in terms of fan engagement. It finds that these posts fall into three categories: familiar images that fans can relate to (like posts from Jack Daniel's, Corona, and IKEA), timely images tied to current events (like Kia's World Cup posts and Citibank's summer ice cream post), and novel images that surprise and wow fans (like Nintendo's new product preview and Gillette's flexible razor video). The document concludes by encouraging marketers to try familiar, timely, or novel images to engage their own Facebook fans.

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Familiar, Timely, and Novel Images Win
Fans’ Hearts on Facebook
By Bridget Quigg December 31, 2014
How can brands break through the noise on Facebook and serve up images that spark mass
response?
Looking at the top Facebook video and photo posts by engagement (comments, shares, and
Likes) for the Interbrand 100 in Q3 2014, we noticed some classic marketing tactics at work: either
please, inform, or wow people.
Michael, our marketing data analyst, dug into our Q3 2014 Facebook data on the Interbrand’s Top
100 Global Brands and pulled out the 20 top image posts by percentage of fans who engaged with
that content. He excluded high-engagement posts with only links or with no link and no image.
The images are all attractive and make an effort to connect with readers. But, these winners from
the cream-of-the-marketing-crop break down into three classic marketing angles you can use, too:
familiar, timely, or novel.
Familiar
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Familiar
Winners in the familiar category were Jack Daniel’s, Corona, and IKEA. Their images had both
pleasant and aspirational themes, the kind that make you say, “Right on. Me, too!”
Jack Daniel’s hit home for its fans by painting “Jack” as a trusted friend and companion – even the
cause of a love affair for the ladies. Did the fans agree? They did, by the thousands. The ladies
really chimed in, with comments like, “He’s the only man I can depend on,” and “Jack’s my very
first love.”
Corona’s image below was so appealing and familiar that it sparked hundreds of user pics, where
Corona fans took pictures of Corona beers at beaches, on boats, and at parties around the world
and posted them as comments.
IKEA took people home, literally, to the beautiful world created with help from the Swedish
retailer. Two of their three winning posts referred to back-to-school, but the majority of
comments pointed out the fact that IKEA fans love IKEA and improving their homes, any time of
year.
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Timely
Kia Motor Sports and Citibank relied on the popularity of specific events going on last summer:
the World Cup and driving around minivans full of kids on summer break.
Kia produced four of the five top images for engagement by focusing on the biggest party of the
summer, the World Cup.
Their custom art always included an update from the latest games, a background image from the
World Cup, the hashtag #KiaWorldCup, and a Kia car, front and center.
The posts had people pumped up for various reasons. Some fans loved the good news about their
team while, in the post below, people just really liked the car. Either way, Kia sparked hundreds of
thousands of engagements on Facebook, appealing to the international World Cup crowd.
IKEA USA
Get ahead of the curve with our picks for back­to­school essentials:
http://goo.gl/hhw16r
69,171 Likes · 598 Comments · 1,026 Shares
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Company · 4,323,512 Likes · July 15, 2014 ·

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Citibank had the biggest hit of the whole summer by combining timely with the familiar. Have you
ever seen the ice cream slide right off the stick and onto the ground or onto a car seat on a hot,
summer day? Apparently, a lot of us have.
The post below from Citibank had parents sharing their own tricks for keeping kids and cars clean
during the hottest months of the year. Notice the prominent use of a hashtag here, much like Kia’s
posts. Citibank stuck with the already-loved hashtag calling out winning moments, both
sarcastically and not, #wellplayed.
Kia Motors Worldwide with Jeffy Denosta and
47 others
To all the winners advancing to the ​#​semifinals​.
Spread your wings and fly! ​#​Niro​ ​#​KiaWorldCup​ ​#​WorldCup​
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Cars · 3,442,105 Likes · July 5, 2014 ·

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Novel
Prepare to be amazed. Nintendo, Gillette, and Cartier all dazzled their audiences by producing
unusual, beautiful, and clever images.
On September 10, Nintendo gave fans a preview of their Nintendo 3DS XL system. The new
product with the retro look had fans so excited that one told Nintendo to, “shut up and take my
money.”
Citibank US
Taking the kids out for ice cream during a heat wave? Save your
backseat from total annihilation. ​#​WellPlayed​
44,502 Likes · 874 Comments · 6,517 Shares
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Product/Service · 1,031,666 Likes · July 26, 2014 ·

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Gillette had the one video in the top images list. It highlighted its new “flexball” technology by
having extra-flexible razors move like fingers and play a piano. It’s tough to explain. See the video
below.
Sentiment was mixed on the post regarding the cost of the razors, but they apparently work well
and this video received lots of compliments for its cool factor. Also, Gillette did a great job of
responding to comments, thus increasing engagement.
Nintendo
An awesome GameStop­exclusive Nintendo 3DS XL system modeled
after Nintendo’s iconic NES controller hits the retail chain on Oct. 10.
Even the box is cool, resembling an original NES console.
51,994 Likes · 4,195 Comments · 15,177 Shares
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Company · 3,260,018 Likes · September 10, 2014 ·
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The final, and very classy entrant, in the top images collection was Cartier. Think jungle, think
allure, think elegance. The beautiful image of a panther made of watch parts placed Cartier in the
number seven slot. The text with the image offered a link to a video that now has more than 15
million views. Cartier chose to not embed the video but let the image cause a stir on its own.
Cartier’s other winning post highlighted their panther collection again. The brand has a very
international audience, with comments written in multiple languages. One comment includes the
very fair question, “How much?” Cartier, being classy like it is, doesn’t respond to that comment
removed or the privacy settings of the post may have
changed.
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Cartier
Cartier presents a mechanical panther born from genuine parts of
watchmaking movements.
goo.gl/bCH4h9
79,902 Likes · 269 Comments · 1,881 Shares
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Jewelry/Watches · 3,437,007 Likes · September 29, 2014 ·

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or any others. That’s such a luxury brand move.
What Can You Do That’s Familiar, Timely, or Novel?
As we head into 2015, what do these wins from the masters of marketing inspire you to try? What
can you bring to people that makes them say, “Me, too,” or “Wow”? Or, perhaps you can share in
the mood of the moment. Let us know what you’ve tried and how it worked in the comments
below.
Cartier
A hypnotic panther. New ​#​CollectionPanthère​ de Cartier
goo.gl/LJUk9i
51,617 Likes · 281 Comments · 1,087 Shares
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Jewelry/Watches · 3,437,007 Likes · September 4, 2014 ·
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Bridget Quigg
Hello, fellow Marketeers. My job at Simply Measured is to tell Kevin and Lucy how
awesome they are at running the blog. Because, they are.
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