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FMCG Marketers Are Catching On To The Power Of Facebook’s Resources

October 7, 2016: 12:00 AM EST
Facebook not only offers FMCG marketers a treasure trove of online customer data, it offers targeted ad solutions and insight tools for a wide range of products. Big FMCG marketers like Procter & Gamble, Reckitt Benckiser and L'Oreal have made use of Facebook’s resources to boost sales of products like razors, condoms, and hair removal cream. Reckitt used Facebook to target Indian men with cricket-themed condom ads. Last March, Facebook worked with Nielsen on a month-long test in two Indian cities for a L'Oreal acne wash. Media ads were shown in both cities, but only one (Kolkata) saw Facebook mobile ads targeting 18- to 34-year-olds. Sales of the product in Kolkata more than doubled.
Anumeha Chaturvedi, "Marketers find a gold mine in Facebook’s data trove", Economic Times, October 07, 2016, © Bennett, Coleman & Co. Ltd.
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