Lots of businesses are creating Facebook pages, but how many of them are really optimising their use of the channel? There are nearly 33m users of Facebook in the UK and most B2C brands want a piece of the action. But by simply opting for the default settings on their Facebook pages they aren’t realising the potential of the channel. Our recent work for Cosmo’s Pizzas has shown that there are many additional features that can be added through the introduction of customised Facebook pages.

We had already taken Cosmo’s onto a journey into social media when we created a campaign to support the Taste Tour he was running, introducing his pizzas to the people of Scotland. Naturally Facebook was an important element in creating a buzz about the Taste Tour, posting photos of new converts to Cosmo’s Pizzas as well as allowing people to engage with Cosmo’s following their experience at the Taste Tour.

The Facebook pages were working really well but we also wanted to tie in and raise awareness of an on-pack competition that was running in-stores where people could win a year’s free pizza. We created a Facebook app that customised Cosmo’s Facebook pages by inviting fans of the page to draw, using a chalkboard, what they would do with their year’s free supply if they won it. The best entry each month is used as Cosmo’s Pizzas cover shot. It’s proved to be a fun way to engage the fans of Cosmo’s in a new way as well as making the most of the potential of Facebook as a channel.