In an age of zero-based marketing, marketers must be able to prove and ensure the value of advertising on social media.

Campaign effectiveness studies give advertisers a read on how specific campaigns perform on brand metrics – however until now there has been very little publicly available evidence to help marketers understand the brand impact of social advertising, and make informed investment decisions based on real information.

This project looked to understand the impact that social advertising has on key brand metrics, based on the most recent datasets. Through analysing data from Facebook and Instagram, we aimed to establish what factors drive strong performance on these platforms, investigating types of ads, categories, geography, and whether a brand's social personality plays a role in influencing ad effectiveness.

The partnership between Kantar Millward Brown, Facebook and Saïd Business School, Oxford University was created as part of the L'Oréal Future of Marketing initiative – a scheme that brings the brightest academic minds together with high-level industry partners to shape the future of marketing.