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BizReport : Social Marketing : July 08, 2013

IAB UK reveals ROI of social media for FMCG brands

Social media is generating three times the return on investment for some UK FMCG brands, according to a new study released by the Internet Advertising Bureau.

by Helen Leggatt

ROI_0.pngThe study, which included top brands Twinings, Heinz and Kettle Chips, reveals the cost-effectiveness of social media involvement. For every £1 spent, a potential value of £3.34 can be generated.

"The IAB study validates what we've seen for Kettle and our other clients - social is an essential part of the marketing mix in making offline media investment work harder and in reaching people on emotional levels impossible in other media," commented Julian Grainger, Director of Media Strategy at Unique Digital, agency for Kettle Chips.

Social media's strength lies in its ability to positively shift attributes such as consumer sentiment, recommendation, propensity to trial new products and brand loyalty, found the research.

According to the research, conducted on behalf of the IAB's Social Media Council and carried out by Marketing Sciences, four out of five consumers said they would be "more inclined to buy a brand more often in the future" after seeing a brand's social media activity, while "83% of consumers exposed to social media would trial a brand's product".

All three of the brands studied saw a rise in consumer sentiment following the implementation of social media campaigns. Over a period of eight weeks, uplift was 22% (Heinz), 17% (Kettle) and 19% (Twinings).

Two key activities strengthened social media activity - frequent and relevant activity and a fan-centric strategy.

"Because fans don't just like, but love, the brands they choose to interact with, what people are often looking for is as simple as a lovely picture of the Heinz beans they love for breakfast, the Twinings tea they drink at elevenses, and a picture of the Kettle chips they snack on," said Kristin Brewe, the IAB's director of marketing and communications and chair of the Social Media Council.

Tags: brand marketing, consumer sentiment, FMCG, ROI, social marketing, social media, strategy

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