How Del Monte Social-Media Strategy Created a New Pet Food

Case Study From the IAB Conference

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NEW YORK (AdAge.com) -- It's one thing to debate the potential power of social-media marketing to influence product sales but quite another to watch a social-media project actually create a popular new product. In his keynote address at the Interactive Advertising Bureau's Social Media Conference last week, Forrester Research's Josh Bernoff explained how Del Monte Foods did that very thing in just six weeks.

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