Sunday, September 29, 2013

Mondelez opts for investment in social

Snack foods giant Mondelez has said that it plans to invest heavily in social marketing after running a campaign which resulted in the same purchase consideration as television but at one third of the cost.

Mondelez used Promoted Posts, daily posts, user feedback and user-generated content as part of its "Have a Fling" promotion for Cadbury's Creme Egg.

The result was that brand consideration on TV increased by 20% over three months, while the increase attributable to Facebook rose 18%.

Furthermore consumers exposed to both TV and Facebook were 66% more likely to purchase than the expected combined effect of both channels.

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