Mondelez increased Crème Egg sales by switching ad spend from TV to Facebook. This case study looks at how a seasonal social media campaign that invited people to ‘Have a fling with Crème Egg’ on Facebook, created a long series of one-off posts that fed into an overall narrative across the three months- increasing sales by 7% as a result.
The firm’s analytics showed that of the overall ROI (in terms of purchase intent of the viewer), 18% was driven by Facebook and 20% from TV advertising, even though the budget for social was around one-third the size of that spent on TV.
Key stats from Creme Egg “Have a Fling” Facebook activity
• Facebook matched TV in driving brand consideration for a third of the cost.
• Kantar ROI research shows consumers exposed to both TV and Facebook were 66 per cent more likely to purchase than the expected combined effect of both.
• Reached over 90 per cent of their 18-24 UK target audience, 9 times each on average.
• Drove 5 million active interactions with a total unique reach of over 15 million unique consumers.
• 15.2m Facebook users were exposed to the posts, with an average frequency of 7.6 impressions.
• 18-24 year-old users were reached nine times on average.
• 4.63m interactions were driven by paid media at a cost of 8p cost per engagement.
• As a result, sales of Crème Eggs increased by 7%.
