As measured by Kantar Worldpanel, every euro spent on Facebook returned 2.74 euros in additional Coke sales.
Coke's return on investment from Facebook advertising beat its ROI from TV
One campaign in France in the first quarter of 2013 to reintroduce Coke's polar bears
That was 3.6 times better in Facebook than the ROI attributed to TV ads. In all, 27% of incremental sales Kantar attributed to the campaign came from Facebook, but only 2% of the cost, said Tony Evans, head of vertical measurement for Facebook's Europe Middle East and Africa region.