France's Bel Group has signed a strategic marketing agreement with Facebook France to drive the cheese-maker’s online presence, and to monitor the effectiveness of the promotion across its brand portfolio.
The action plan is made of what Bel calls three ‘pillars’.
The first of these is to engage customers. “Under the partnership, Bel marketing teams will gain privileged access to the tools, technology and expertise of Facebook teams to enhance their understanding of consumers and to deploy increasingly powerful and engaging marketing campaigns," the company said. "The aim is to meld Bel’s talent for marketing innovation with Facebook’s performance to gain greater familiarity and closeness to consumers.”
The second will assess the efficacy of the social media brand promotion: “Given that Bel’s brands are already very active globally on Facebook, the partnership is expected to help Bel teams better measure the effectiveness of their campaigns on brand items as well as sales —a key business challenge for the Bel Group, which aims to double in size by 2025.”
The third aims to inspire and disseminate “a digital culture. Through the sharing of best practices, the Facebook partnership will provide Bel teams with access to training and Facebook experts, support the adoption of new digital skills internally and, more broadly, inspire the dissemination of a digital culture among Bel’s 12,000 employees.”
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
