Even the world’s largest marketer Procter & Gamble started moving advertising investments from traditional to social media.
Their CEO Robert McDonald said: “In the digital space, with things like Facebook and Google and others, we find that the return on investment of the advertising, when properly designed, when the big idea is there, can be much more efficient.” It was probably the successful Old Spice campaign with 1. 8 billion free impressions that made Procter & Gamble change it´s mind.
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