Case Study | ROI/Sales

Facebook: Building Essential Connections

Facebook had the highest ROI of any media in

this campaign for Old El Paso and added 13%

incremental reach to the TV activity.

Goals

General Mills regularly drive sales through a range

of above the line media, notably TV. For the summer

2012 campaign, they wanted to investigate the impact

that Facebook could have within the context of a

cross-media campaign. The aim was to understand

the optimal use of Facebook alongside TV and also

outdoor media.

Approach

A cross media campaign ran from the beginning of

May 2012 right up to the third week of June 2012.

Facebook media ran throughout, kicking off with

a target block, and then continuing with heavy

sustained media aimed at 17 different target

audiences, based on interest in different events.

Two weeks after the start of the campaign, the

TV and Video on demand activity was turned on

and ran for five weeks at high intensity. Three

weeks after the start of the campaign, a series

of extremely high-profile outdoor placements in

London were added to the mix.

The creative focused on positioning Old El Paso as

the ideal food for informal get-togethers, which

were anticipated to happen more often over a

summer of events, from the Jubilee to the Olympics.

Work Club developed the original campaign idea,

which then evolved into the final “bring on la fiesta”

creative after collaboration with General Mills,

Universal McCann and Facebook.

A custom measurement programme was put

together aimed at assessing the impact of the

campaign on both brand metrics and in-store

sales. Millward Brown’s Crossmedia product

uses a modelling-based approach to measure

a campaign’s contribution to a series of brand

metrics. Additionally, General Mills’ econometric

measurement agency, Ninah, were able to

incorporate Facebook exposure data into their

models to find the impact of Facebook paid and viral

media on sales.

Results

Facebook drove 27% of the sales attributable to media in 2012,

from only 19% of the media spend.

Facebook was on a par with TV as the most efficient channel

at driving sales, and significantly more efficient than other

secondary media channels used.

Facebook was the only medium to impact all stages of

the brand funnel , from awareness to brand image to

consideration.

Facebook added 13% incremental reach to the TV activity.

Even tripling the TV spend would not have achieved similar

results.

Ninah recommend that future Old El Paso campaigns should

include Facebook at a similar spend level.

Old El Paso has been sharing great Mexican food with

the world since 1938 and their products can be found in

shops and supermarkets all over the world.

Facebook.com /Oldelpasouk

Old El Paso’s Facebook page

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5RgZUAVRcd`_Marketing Manager, General Mills

“The results of our Facebook campaign showthat OEP should leverage Facebook media todrive even stronger results in future marketing campaigns. We saw positive effects on our brand KPI’s and in store product sales directly attributable to Facebook while using a mixed

media campaign approach”