Campaigns that ran on Facebook and Instagram had a mostly positive effect on consumer attitudes towards the brand, proved an exhaustive study by Kantar Millward Brown and Saïd Business School, University of Oxford.

Key takeaways from the study
Digital is important for long-term brand building as well as sales
Desktop isn’t dead!
Things don’t stay shiny and new forever
Be more human
Digital works best as part of the media mix

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