Photo: P&G ad
Procter & Gamble recently cited its ability to use Facebook’s branded Pages for free as one reason it may have cut its $10 billion ad budget and facebook returned the compliment today in its IPO filing with the SEC.In a section titled “How We Create Value for Advertisers and Marketers,” the social network recounts a case study involving Secret, P&G’s deodorant for women. The campaign revolved around a Facebook page titled “Mean Stinks,” an anti-bullying effort. (An image from the page is at right.)
Facebook said claimed the effort led to a 9 per cent boost in Secret’s sales:
Procter & Gamble chose to advertise on Facebook to generate awareness for Secret deodorant’s “Mean Stinks” program and selected a female audience likely to be receptive to the campaign. The ad featured a confessional-style video of a girl admitting that she had bullied others, realising the damage she had caused, and apologizing. In the 26 weeks after the Mean Stinks campaign launched, Secret experienced a 9% increase in U.S. sales and an increase in engagement with its Facebook Page.
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