After tasting Facebook ads, Nutella says MMM

Nutella is using an old-school marketing mix model to measure the impact of its Facebook ads. That allowed marketers to gauge the crossover effect of broadcast and digital campaigns, in an effort to illustrate that Facebook outperforms conventional TV ads when it comes to driving sales. "We demonstrated that Facebook lifts sales for [CPG brands] in bricks and mortar stores," media manager Angela Kim explains.

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Nutella Says Facebook Ads Outperformed TV - ClickZ

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