Diageo Expands Global Partnership With Facebook

 Breaking News
  • UK Water Drinks Approach 4,000 Million Litres UK consumption of water drinks rose 7% in 2017 to nearly 4,000 million litres, with a retail value of £3.1 billion, according to a new report from global food and drink experts Zenith. Sales of plain bottled water in retail packs increased by 8% to over 3,100 million litres, while volume through bottled water coolers [...]...
  • Nestlé Brings Innovative Nitrogen Infused Coffee to the UK Nestlé is launching a brand new product for coffee fans in the UK and Ireland. Nescafé Azera Nitro is a coffee drink infused with nitrogen for a smoother taste. It will be available in Americano or Latte flavours. Nescafé Azera Nitro Americano is a refreshing and smooth black coffee infused with nitrogen. Nescafé Azera Nitro [...]...
  • ADM Realigns Business Segments to Further Accelerate Growth Archer Daniels Midland Company (ADM) has announced the realignment of its business segments across four units – Carbohydrate Solutions, Nutrition, Oilseeds and Origination. The new segments better reflect ADM’s operating structure and will enable the company to further highlight the differentiation of its product and service offerings and enhance its ability to respond to the [...]...
  • Highland Spring Selects Mainsaver CMMS Spidex has announced that Highland Spring, a leading supplier of natural source bottled spring water, has selected Mainsaver CMMS to support best-practice maintenance at its plant in Blackford, Perthshire. The new facility, part of a £50 million investment programme, officially opened in July 2017 and was designed to increase Highland Spring’s production capacity by 50 [...]...
  • Ornua Delivers Record Revenue Ornua, Ireland’s largest exporter of Irish dairy products which supplies to over 110 countries worldwide, has reported record revenue of €2.1 billion for the year ended 30 December 2017. It marks the first year of Ornua’s new five-year growth plan, ‘Ornua 2021’, which positions the business as a leading global dairy organisation that delivers results [...]...

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



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • March 21, 2018World Olive Oil Exhibition
  • March 28, 2018FOOD INDUSTRY
  • April 4, 2018The leading event for the snack and food-on-the-go market
  • April 5, 2018Slow food The forum for good taste
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here