Wednesday, 2 October 2013

According to a multinational firm, it can. Upping its game in the social media stratosphere is confectioners Mondelez International after it revealed its recent Crème Egg campaign was as successful via Facebook as it would have been on television, while coming in at a third of the cost.

All the while, its new initiative, Storytelling at Scale, is designed to pull in would-be consumers through clever interactions and advertising on the site. According to Marketing Week, its new methods will be explored following the Have a Fling trial campaign, when the snack company ploughed in ‘four to five times’ the amount it had previously in the UK on Facebook movement.

Using information from its interactions the brand then made inroads via the networking phenomenon to 18-25-year-olds, making the most of tools such as promoted posts. At the same time, a larger budget was given to TV marketing for prime television spots, including Britain’s Got Talent, in a bid to make the two mediums work together.

The result was a boost in brand consideration at about 20 per cent for its television efforts, while Facebook brought in 18 per cent at a fraction of the cost. Research undertaken by Kantar Panel suggested that there is a definite connection between achieving direct sales with the use of Facebook, and a combination of the website and TV resulted in a total boost of 66 per cent for Mondelez International.

Speaking to Marketing Week, the firm’s European social media manager, Jerry Daykin, said: “It’s not that what we were doing before wasn’t delivering results. Facebook doesn’t just have to be a deep engagement platform for an audience it can be something that broadcasts an engaging marketing message en masse.”

Mondelez’s head of European digital marketing and social media, Sonia Carter, added: “We wanted to make sure that rather than trying to get across the entire campaign message in every single post, we were creating a rhythm throughout the course of the campaign. At the same time, we were looking at cross-media efficiencies – so making TV perform better, but also making it work harder for Facebook.”