FMCG gets ROI from social media, IAB study shows

Research released by the Internet Advertising Bureau UK (IAB) demonstrates the effectiveness of social media for driving brand sentiment, enhancing consumer engagement and increasing brand loyalty.

The study showed that social media is particularly effective in positively shifting attributes like sentiment, recommendation, propensity to trial new products and brand loyalty.

  • Four out of five consumers said they would be more inclined to buy a brand more often in the future after being exposed to a brand's social media presence
  • 83% of consumers exposed to social media would trial a brand's product.
  • All three brands experienced uplift in sentiment after implementing their social media campaigns, Heinz 22%, Kettle 17% and Twinings 19%.

Given that all brands saw uplift in affinity and loyalty, the IAB research shows that, for every £1 spent in social media, a potential value of £3.34 could be generated.

Read the full release and download the research (IAB members only) from the IAB

8thJul 2013

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