FDBusiness.com

Diageo Expands Global Partnership With Facebook

 Breaking News
  • 2 Sisters and Standards in Poultry Processing Report Published The Environment, Foods and Rural Affairs Committee in the UK has published its report into 2 Sisters Food Group and Standards in Poultry Processing. The Committee launched an inquiry into 2 Sisters and poultry standards following the undercover footage released by The Guardian and ITN. The evidence sessions looked at the issues raised at the 2 [...]...
  • ADM Wins ‘Most Innovative Food Ingredient’ at Gulfood Excellence Awards Archer Daniels Midland Company has been awarded ‘most innovative food ingredient’ for its natural sweetening solution, Fruit Up® Fiber, at this year’s Gulfood Manufacturing Industry Excellence Awards. The awards recognize best practices and innovation within the food manufacturing industry value chain. Entries were judged on the additional value the innovations brought to developers, as well as [...]...
  • Bayn Europe Enters China Sugar Reduction Market Bayn Europe has signed a strategic framework agreement with Kong Wua Group in China, outlining the establishment of a R&D center for sugar reduction and production of sugar replacer solutions. Through the agreement, Bayn and Kong Wua will bring sugar replacer solution to the market to help tackle the sugar over-consumption social problems. “It is important [...]...
  • It’s Time to End Food Waste – White Paper Among the most interesting topics in the publication ‘It’s time to end food waste’ is a closer look at the psychology of food waste by Nina Waldhauer at the University of Wageningen. Waldhauer explains how “(…) the food sector business can create opportunities for reducing consumer-related food waste. It can be done in ways that acknowledge consumer´s goal [...]...
  • Orkla Sells K-Salat to Stryhns Orkla Foods Danmark has agreed to sell its K-Salat business to Stryhns, which is part of the Norwegian Agra group. The purpose of the sale is to concentrate Orkla’s activities on fewer categories. K-Salat has a product portfolio of salad spreads, mayonnaise, remoulade, dressings and potato salads in Denmark. Under the agreement, Stryhns will take over [...]...

Diageo Expands Global Partnership With Facebook

Diageo Expands Global Partnership With Facebook
September 21
09:54 2011

Diageo plans to step-up its multi-million dollar strategic partnership with Facebook, which will drive unprecedented levels of integration and joint business planning and experimentation between the two companies. The current relationship has seen Diageo enjoy strong return on advertising investment, with an initial study across five key brands in the US (Smirnoff, Captain Morgan, Baileys, Jose Cuervo Margaritas and Crown Royal) showing a 20% increase in sales as a result of Facebook activity. This 5:1 return has come off the back of Diageo’s brands growing their collective fan base from 3.5 million to 12 million in the past 12 months and Smirnoff becoming the number one beverage alcohol brand on Facebook worldwide.

 

Building on this collaboration, the new partnership agreement will focus on driving consumer engagement with a particular focus on emerging growth markets. Facebook will provide strategic consultancy to Diageo’s priority brands in its main creation hubs of New York, London, Amsterdam, Dublin, Sao Paulo and Singapore, ensuring the development of consumer participation programmes are social by design. Diageo and its roster of agencies will work closely with Facebook teams from concept development, through campaign creation to execution, ensuring that communities are built at scale and consumer advocacy is truly visible. Recognising the importance of emerging growth markets to Diageo’s business, Facebook has also established local account teams in Brazil and Singapore.

 

The two companies will work together to push the existing boundaries of social media through co-created experiments leveraging the full capability of the platform. Facebook will also provide metrics to help Diageo define ROI and performance across its priority brands.

 

Andy Fennell, chief marketing officer of Diageo, comments: “Facebook has been a natural fit for us from day one. Working in such close collaboration will allow us to really maximise consumer participation at scale in our campaigns, particularly in emerging markets. We are already seeing real value from our work in this space. Over 950 Diageo marketers around the world have now been trained in Facebook boot camps to build their social media capabilities and we are seeing significant returns on investment across a number of brands. We expect this new way of working to deliver even more commercial value for Diageo.”

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • November 28, 2017Fi Europe
  • December 4, 2017Plastics and Paper in Contact with Foodstuffs 2017
  • January 8, 2018RAI Exhibition
  • January 16, 2018Sival Plant Production Trade Show
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements