How the disinfectant brand calculate the real sales impact of its Facebook channel.
This case describes a research exercise by Lysol, the Reckitt Benckiser brand, to assess what impact the brand's Facebook exposure had on its sales. The work, carried out by OHAL, calculated that Facebook had the greatest impact on the earlier stages of the journey consumers typically take to purchase the brand.
This case study is part of the #IPASocialWorks initiative which brings together the IPA, The Marketing Society and MRS with sponsorship from Facebook, LinkedIn and Twitter, to identify good practice in social media effectiveness and measurement.