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Back in April, the fast feeder was re-launching its Facebook page and in an effort to get a fresh start, offered all of the followers of its previous page a free Big Mac to not join the new page (giving away up to 1,000 Big Macs). The rationale: the brand had low engagement and a lot of fans whose activity consisted of making negative cracks and asking for discounts. In the wake of the stunt, about two-thirds, or 28,000, of its Facebook fans took up the offer, leaving just 8,000 fans on the new page.

Burger King Scandinavia marketing director Sven Hars stands by the decision to prioritize quality over quantity. "This campaign gave us the opportunity to get rid of all the fans that just liked us because of freebies," says Hars. "We stopped focusing on how many likes we had, and put time and resources into finding out what to talk about and how to engage our fans."