Beverage brand steps up partnership with social giant.
"Last year, it was cool to be on Facebook," Fennell said. "This year, it's only cool if you get it absolutely right."
On Monday, the beverage brand suggested it was more than getting it right when announcing an upgraded partnership with Facebook. In a prepared statement, Diageo said a recent in-house five-brand study showed that Facebook ads were increasing sales 20 percent. The company - which makes alcoholic products like Smirnoff and Guinness - says its brands have seen Facebook likes/fans increase from a total of 3.5 million to 12 million in the last year.
Facebook has agreed to aid Diageo with consumer engagement efforts while focusing on the markets of New York, London, Amsterdam, Dublin, São Paulo, and Singapore. The social site will work with Diageo's agencies, such as Profero for Smirnoff, while creating brand campaigns on the social platform. Facebook has also committed to providing metrics to help Diageo define ROI and performance across brands.
Fennell in the statement said, "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."
Like Fennell, Facebook marketing head Carolyn Everson also spoke at Cannes. At the conference, according to a Facebook spokesperson, the two execs continued their ongoing discussions, helping spawn the partnership revealed yesterday.
Zachary Rodgers contributed.
August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.