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Case Study: Horlicks India achieves 61% higher reach and 58% higher top-of-mind awareness with Facebook
A Facebook Case Study
Horlicks India - Customer Case Study
Horlicks India, a leading GSK nutrition brand consumed widely across Indian households, wanted to measure how Facebook advertising affected brand metrics when combined with TV. The challenge was to evaluate an integrated TV + Facebook media plan from a single, ongoing measurement source, so Horlicks adapted IMRB’s monthly brand tracking (normally used for TV) to capture the incremental impact of Facebook.
Working with agency OMD, Horlicks ran TV ads first, added Facebook six weeks later, then ran both in parallel, repurposing TV creative into short videos, slideshows and image ads targeted at mothers aged 25–45 and using reach-and-frequency buying. Measured by IMRB, the integrated Facebook + TV campaign delivered substantially better results than TV alone: 61% higher campaign reach, 58% higher top-of-mind awareness and 17% higher consideration.
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