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FrieslandCampina looks to social media to grow business through Facebook partnership

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By Jim Cornall+

11-May-2017
Last updated on 11-May-2017 at 14:08 GMT2017-05-11T14:08:47Z

Dutch dairy cooperative FrieslandCampina has partnered with Facebook to drive content on social media.
Dutch dairy cooperative FrieslandCampina has partnered with Facebook to drive content on social media.

FrieslandCampina and Facebook have signed a letter of intent for a partnership to make ‘close, personal and relevant connections with families and farmers around the world through mobile'.

Roelof Joosten, CEO FrieslandCampina and Gary Briggs, CMO of Facebook, signed the agreement.

Joosten said the two companies had learned how consumers look for information on the nutritional value and origin of products, including dairy, and value that information when it is “personal, relevant and creative.”

By doing so, he said that there was promising business growth as a result.

Connecting to consumers

Speaking at the launch of the partnership, Joosten said FrieslandCampina wanted to be able to connect in a personalized way, at scale, with the company’s consumers worldwide.

“With several successes in digital commerce we are seen as pioneers in the dairy and FMCG sector, with a team of top digital business leaders that keeps FrieslandCampina in the edge of latest digital commerce implementations,” Joosten said.

“The name of the game is scale, something that global platforms like Facebook allows to do and reach our consumers across markets and regions.”

He added FrieslandCampina’s ambition is to expand the potential for engaging with hundreds of millions of families and consumers worldwide.

Looking at the numbers

FrieslandCampina said compared to all other dairy nutrition and dairy farming brands, the company is number one in Facebook social interaction (comments, likes, shares), with more than 100m people engaged through its Facebook pages.

The company said it reaches more than 400m people worldwide through mobile, with 17 of its brands number one in social engagement compared to competitors.

In Mexico, the company said the Friso Facebook page has seen direct business growth of 27%, with 11 times more people having an opportunity to see the advertising than television.

The dairy cooperative said driving business through social and mobile engagement requires relevant content, with the right timing, and responsiveness.

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