Nestlé said it could directly attribute 11% of Kit Kat sales to its Facebook ads following a recent cross-media channel campaign.
Facebook delivered the highest return on investment, generating £1.34 in return for every £1 invested, it said, adding that it was the best medium for “brand impact and overall brand equity, compared to other online channels and television advertising”.
General Mills also ran a cross-channel campaign to promote Old El Paso products. Some 27% of sales during the push were down to Facebook and it was “the most efficient channel for driving sales”, it said.
Facebook’s global head of CPG marketing Erin Hunter added: “As a marketer I would want to reach as many people as possible in a well-targeted fashion and in a mass way. Facebook absolutely excels at that, because of the number of people we have, but also because we know exactly who they are.”