IAB UK reveals ROI of social media for FMCG brands

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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.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.