#16 Adidas Originals - 15.8 Million Likes

Adidas Originals is a line of casual sports apparel, and is the heritage line of Adidas. The brand uses the famous Trefoil logo, which was originally used on all Adidas products until the company decided in 1997 that the logo would thereafter only be used on heritage products, and was replaced on other products by the Performance logo, which has previously been used on the "Equipment" range of products.

Adidas Originals' Facebook page relies on celebrity endorsements, originality, and fashion to hook social media on. The company often runs fan contests that focus on creativity as well as product engagement. The latest contest was called Adidas Original Fan Club, Fans were asked to submit a video, photo, or audio file that showed what they stand for. The contest served as a public platform for fans to share their own work while also engaging deeply with the brand.

#15 Nutella – 16.2 Million Likes

Nutella is the brand name of a chocolate hazelnut spread Nutella, manufactured by the Italian company Ferrero.

Nutella's Facebook page uses cheerful images to tap into the emotional connection fans have for the product. Most recently, Nutella's program has linked content with messaging related to the Olympic Games. The company posted images with messaging such as "Like this image if diving is your favorite sport and ... spread your passion by sharing it :)."  The approach is friendly, and plays on the cult-like following of the brand, but then many more just yummy click the ‘like’ button.