[Diageo] A Facebook Success Story | Facebook for Business #Facebook Ads

Diageo runs an advertising test with Nielsen and Facebook resulting in a 20% increase in sales among those who viewed the ads and an ROI of 1 to 5.

diageo is the world's largest drinks
company with a great portfolio of brands
for beers two wines two spirits before
we as a company approached Facebook we
found there were literally hundreds of
thousands of Bailey's consumers who are
already on Facebook for us as a marketer
it was fantastic all we had to do is
come and join the conversation
authenticity is one of the things that
facebook offers us that not every media
partner can consumers are already on the
page they're already talking about the
brand's talking about other things in
their lives they're doing it because
they like it because it's cool one of
the things that's so great about
Facebook is the ability we have to
precisely target our consumers over the
link will drinking age of 21 it's a
great way to make sure we're being very
socially responsible in the digital
space it's been a great learning journey
so far and trying to understand what is
it the consumers are looking for when
they come to these individual community
pages captain morgan consumers love
seeing photos of people doing the famous
captain morgan pose out in public but
the smirnoff fans would rather see drink
recipes so it's really about
experimenting to see what they respond
best to what gets the most engagement
what they start sharing one of the great
things we found on facebook is the power
of word of mouth the real magic is
reaching the friends of the fans just
how easy it is for consumers to engage
with our content and then pass it on to
friends just the incremental reach that
we can have often very quickly in a way
we haven't been able to
before on a world of limited marketing
dollars we always need to find the place
where we're going to get the most bang
for our buck Facebook's got a great
partnership with Nielsen so for us it
was the first opportunity to start to
connect the dots between what people are
doing on facebook and what happens out
in the real world what we did in this
case is we ran an advertising test on
five of our brands when we looked at the
group of panelists who were exposed to
the ads versus those who work expressly
asked about twenty percent difference in
sales Nielsen showed us that we had a
return on media investments of 125 it's
great to see results like this in a nice
controlled testing environment but the
exciting thing for us is where we go
next I mean this is this is just the
first step we're going to keep
partnering with Facebook we want to keep
learning and trying new things with the
goal of being able to see results like
these replicated out on a larger scale
out in the real world it's an exciting
time to be a marketer these days I often
feel that Facebook is right at the heart
of pulling all this together