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CLARA MOSCHINI

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Report Nestlé / Nielsen certifies boom in Baci Perugina sales

Thanks to a collaboration with Nielsen, Nestlè has conducted a two-year marketing mix modeling (MMM) study, to measure the effectiveness of the promotional campaign and the impact of the means used in communication on the sales of Baci Perugina.

From March 2018 to March 2020, the company, in order to increase sales of the product in large-scale distribution channels, created a series of video and static ads on Facebook with different objectives: reach, brand awareness, links to the site and video views. It also analyzed the efficiency of the campaign at the change in reach and frequency. Furthermore, in order to be able to compare the two years of the campaign, it significantly increased investments in the second year, targeting the Italian population throughout the period, especially at Christmas and Valentine's Day.

The study revealed that thanks to the promotional campaign, Nestlé has more than doubled its incremental sales in offline stores (+ 106%), with a Roi of 2.5 times higher than that obtained from other media channels.

Valerio Perego, sector Llead Cpg, pharma, retail of Facebook Italy, commented: "People are increasingly turning to platforms such as Facebook and Instagram to discover new products and to find inspiration. The success of the Baci Perugina campaign has shown yet another turn the impact of Facebook and Instagram, able to have a concrete impact on offline sales".

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EFA News - European Food Agency
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