In the top left corner of page 58, a small advertisement for DA Drogisterij & Parfumerie Jantina perfectly captures the chaotic, early days of local social media marketing. Located in the Korrewegwijk—a densely populated, diverse neighborhood in Groningen—this local drugstore didn’t use their ad space to promote a specific shampoo or perfume. Instead, they promoted their Facebook page.
The ad screams: “SHARE-LIKE AND WIN !!!” alongside the classic, early-2010s blue Facebook logo. In 2013, the Facebook algorithm was still a chronological, highly organic frontier. Local businesses realized that if they could just get their customers to hit “Share” on a post, their brand would instantly appear on the feeds of hundreds of local residents for free. It was the golden age of the digital giveaway. By placing this call-to-action in the FC Groningen matchday programme, the drugstore was trying to convert the physical, analog loyalty of the football fans into digital followers, bridging the gap between the neighborhood shop counter and the smartphone screen.
A Look into the Future
Viewed from 2026, this advertisement is a relic of a dead internet era. The “Share, Like, and Win” strategy was eventually heavily penalized and restricted by Facebook’s evolving algorithms, which sought to eliminate “engagement bait” and force businesses to pay for sponsored ads to reach their own followers. Today, a local drugstore in the Korrewegwijk relies on highly targeted, paid local social media campaigns or community WhatsApp groups rather than organic viral giveaways. This 2013 ad captures the brief, innocent window when local shop owners thought they had hacked the digital marketing matrix.