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AdNectar Serves Over 2 Billion Virtual Goods Over Social Networks
By Daniel Brusilovsky on January 4, 2010.
AdNectar, a word-of-mouth marketing service for agencies and brands fielding campaigns on social networks, announced today that it has reached 2 billion virtual goods served from its platform. AdNectar has clients ranging from Gillette and Funny or Die to Jelly Belly and Snapple/Dr. Pepper. Also, over 10 million virtual goods have been sent between friends on social networks.
According to data from AdNectar, campaigns reach scale fast. For example, over 1 million Malibu Rum branded drinks were sent in two weeks; and over 1 million Nestle Toll House cookies were sent for the “Bake some Love” campaign.
Engagement rates are also reportedly high for companies. Rates are anywhere from 2% to 6% because the campaigns tap into the implicit trust between your friends on these social networks. Also, brand impact is exceptionally high; 16% lift in purchase intent for Nestle Toll House, and 9% increase in brand favorability for Malibu Rum.
AdNectar and virtual goods are definitely taking off, and brands are starting to realize that, and AdNectar is using that to their advantage. AdNectar is based in Palo Alto, has 9 employees and has starting turning a profit. The company has only taken an angel round of funding from Larry Braitman, Tom Cole, Kevin Hartz, Brian O’Kelley, Jon Perlow, Russell Siegelman and David Shen.
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