Procter & Gamble rethinks reach on Facebook

This event report outlines how Procter & Gamble, the FMCG manufacturer, is adjusting its strategy to secure greater reach on Facebook.

Procter & Gamble rethinks reach on Facebook

Stephen WhitesideWarc

In August 2016, the trade and national press took a close look at Procter & Gamble's digital practice, and decided the world's biggest advertiser was not convinced by a core part of Facebook's ad proposition: namely, targeting its users at a deeply granular level.

Some example headlines include:

  • "P&G to Scale Back Targeted Facebook Ads" (Wall Street Journal)
  • "Why P&G Decided Facebook Ad Targeting Often Isn't Worth the Money" (Advertising Age)
  • "Why P&G Is Rethinking Advertising on Facebook" (Fortune)

But Marc Pritchard, Global Brand...

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