Facebook Chief Operating Officer Sheryl Sandberg recently made a bold claim in a Wall Street Journal story: Coke's return on investment from Facebook advertising beat its ROI from TV.
Where did that claim come from?
France. Specifically, one campaign in the first quarter of 2013 to reintroduce Coke's polar bears. The effort included a six-minute online Ridley Scott video broken into 30-second ads shown on prime-time TV. Coke also used Facebook display ads linked to videos over three days and a video that played when people logged out.
The results, reported by Facebook and confirmed by Coca-Cola executives in France, were indeed impressive.