Last year in May, General Motors decided that it would quit running marketing campaigns on the social networking site claiming that Facebook ads do not work. And so the US-based auto giant pulled its 10 million U.S dollar advertising campaign from the social network.
This obviously caused a lot of commotion and warranted negative publicity for Facebook. Some other big companies too, uttered agreement with GM's basic concerns and began contemplating their own marketing and advertising spend on Facebook.
Now after 11 months, GM seems to have changed its mind. The automaker confirmed yesterday that it will reignite its advertising and marketing relationship with Facebook. Starting Monday, GM is running what it calls a “test program” on Facebook for the Chevrolet Sonic, which will be entirely focused on mobile ads.
“Chevrolet is testing a number of mobile-advertising solutions, including Facebook, as part of its 'Find New Roads' campaign,” Chevrolet's U.S vice president of marketing, Chris Perry said. “Today, Chevrolet is launching an industry-first, 'mobile-only' pilot campaign for the Chevrolet Sonic that utilizes newly available targeting and measurement capabilities on Facebook.” He further added.
It just goes to say, that GM has come back to Facbook only after several months of wrangling with executives from the social networking site about ways to improve tracking advertising results on the site and to boost its effectiveness.
Facebook issued a statement saying: “We've had an ongoing dialogue with GM over the last twelve months and are pleased to have them back as an advertiser on Facebook. We look forward to working even more closely with GM in the coming weeks and months.”
Four days before Facebook's initial public offering last May, GM made waves when it decided to yank its ad campaign from the social network, saying that the spending did not translate to increased sales. At the time, GM was Facebook's third-largest advertiser in the U.S. The carmaker continued its efforts on its Facebook Pages, however.