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Facebook and one of its longtime advertisers, Pepsi’s Tropicana line of juices and fruit-based beverages, recently teamed up on a campaign aimed at answering the question: Can social media move sales volume the same way TV can?
Longtime consumer-packaged goods marketer Dave Sommer, head of industry for CPG at Facebook, said that Facebook and Instagram have proven themselves to be solid parts of marketing mix models, but CPG brands have historically invested less on those platforms and more in television.