Ben & Jerry's: A Facebook Success Story | Facebook for Business # Facebook Ads,

Watch to learn how the ice cream brand drove an increase in incremental sales using Facebook's latest marketing solutions, generating an ROI of 3X.

at Ben & Jerry's we're not just a
company we really are a friend to people
we're there when they're sad when they
break up with their boyfriend or
girlfriend we're there when they're
happy it's a big responsibility we
really want to have a holistic
relationship with our community with our
consumers about values about great ice
cream so having a platform where we can
actually engage in a large-scale
conversation get feedback
that's what's so powerful about this so
with premium you can really reach your
consumers in a lot of different
touchpoints
on their mobile phone in their newsfeed
it also puts it into social context so
you can see your friends if they've
engaged with it you can comment on it
like it and you can share it it's very
seamless and we don't have to worry
about separate media it really just
optimizes the content that we worked so
hard to create
and we surprisingly find that the posts
that are related to ice cream on our
products are the ones that do the best
so with premium our reach increased four
times we're able to reach 98% of our
fans people are able to see us where
they wouldn't have seen us before
engagement is liking commenting sharing
that was up over two times it's very
powerful it's something that we would
never be able to do if it wasn't for
Facebook
so it's the winter and not a big ice
cream month after we ran with Facebook
we did see an increase in our sales we
have been able to measure the impact of
our Facebook page by putting it into a
marketing mix analysis for every $1 we
spent on Facebook it returned $3 in
incremental sales so the Ben and Jerry's
Facebook page is evolving and it has
this big beautiful picture on top and
down the side it has the different dates
of our 35 year history we think that
really resonates with our fans because
everybody remembers the first time they
had chocolate-chip cookie dough or
Cherry Garcia having other people talk
about Ben and Jerry's is really at the
core of the Ben & Jerry strategy
thinking about it in the terms of a
retail store where people are coming in
every day to buy ice cream and then you
scale that up to the facebook
conversation our 3.4 million fans have
244 million friends out there the scale
of that community is mind-boggling
that's how we engage a lot of people
it's on Facebook