Coke's French Facebook campaign beats returns for TV

Coke saw much higher returns on the Facebook side of a recent campaign in France than it did for television, according to Kantar Worldpanel. Facebook was 2% of the campaign's overall budget but brought in 27% of all sales. "Now we know that beyond just encouraging conversations, Facebook's targeting capabilities and engaging ad units also make it an effective sales channel," Coke's Manuel Berquet said.

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