Facebook strikes advertising partnership with Diageo
Facebook has signed a multi-million dollar advertising partnership with Diageo, as part of the social media company’s move to become closer to marketers.
According to the Financial Times, the deal will see the two company’s share skills and resources, with Diageo to spend $10 million on Facebook advertising in return for early access to future features and consultancy to make its campaigns ‘social by design.’
Facebook advertising by the drinks company has seen offline sales of brands such as Smirnoff and Baileys grow by up to 20% in the US.
Kathy Parker, Diageo’s senior vice-president of global marketing and innovation, told the Financial Times: “Facebook are working with us to make sure that we are not only fan collecting but that they are actively engaged and driving advocacy for our brands. We are looking for increases in customer engagement and increases in sales and [market] share.”