By Clyde Mooney
Global liquor supplier, Diageo, is set to underpin its marketing drive with new levels of social networking after the announcement of a strategic partnership with internet giant, Facebook.
An initial study across five key brands in the US showed a 20 percent increase in sales as a result of Facebook initiatives.
The new partnership is expected to drive unprecedented levels of business development between the two companies, by focusing on consumer engagement with a particular focus on emerging growth markets.
Facebook will provide strategic consultancy to Diageo’s priority brands from its hubs in New York, London, Amsterdam and Dublin, and the new offices in San Paulo and Singapore that were established in recognition of the growth of Diageo’s emerging markets.
Facebook will also provide metrics to help Diageo define ROI and performance.
“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,” said Andy Fennell, Diageo chief marketing officer.
“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.”
Diageo’s brands have grown their collective fan base from 3.5 million to 12 million in the past 12 months, with Smirnoff becoming the number one alcohol brand on Facebook worldwide.
“Diageo is an ideal partner because we see the world through the same lens – we put people at the centre of everything we do,” adds Carolyn Everson, Facebook VP of Global Marketing Solutions.
Diageo’s propensity for on-premise training could see increased social networking activity develop into a useful service for their ongoing customers.