Creme Egg campaign shows power of social media

09/25/2013 | MarketingWeek.co.uk (U.K) (free content)

Mondelez International said its Facebook-based campaign for Creme Eggs generated as much business as traditional television ads, at a lower price. "For us now, it’s about treating our posts as potentially having the same reach as a TV ad," said Sonia Carter, head of European digital marketing and social media. "We should start seeing increased investment in paid media in Facebook to drive reach. But we’re also hoping to apply this model across the whole social space as the model we have applies to other channels."

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