A-B InBev says Facebook wins require fans and dollars

Anheuser-Busch InBev's Bud Light recently ran a Facebook campaign that had a return six times greater than its spend, according to a Facebook study. This success required paid ads to make sure its 17 million fans and other users saw its content, said Lucas Herscovici, A-B InBev's vice president for digital marketing in North America. "If you really want to reach a bigger audience, you need to put money behind it," he said.

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