It may seem like a bold question, but Facebook ads are becoming a powerful force in the marketing world. Recently in France, a campaign for Coke that reintroduced their popular polar bear figure yielded some interesting results in regards to their advertising focus. According to Facebook Chief Operating Officer, Sheryl Sandberg, Coke’s Facebook advertising had a greater return on investment (ROI) than their television advertisements.
Coke saw a ROI for their Facebook ads that was 3.6 times better than their television ads and 27% of their “incremental sales” came from Facebook. Coke will not be giving up on TV; however, they see the importance of using the two together to create a successful campaign.
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