Promoted & organic tweets drive in-store sales for FMCG brands

"In partnership with Datalogix (DLX), a company that specializes in measuring the offline impact of online ads, we’re announcing a new capability we call “offline sales impact” to answer that challenge. Starting today, we can now quantify the impact of Promoted and organic Tweets on offline sales for consumer packaged goods (CPG) (aka FMCG in the UK - Dan) businesses in the United States.
New measurement shows both organic and Promoted Tweets drive offline sales lift for CPG brands
Three key results from our initial tests
We asked Datalogix to run studies for 35 brands to measure the impact of organic and paid Twitter activity on offline sales. These brands spanned multiple CPG categories, including, beverages, food, wellness, household products, and alcohol. Here’s what we learned:
1. Engagement drives greater in-store sales. Users who engaged with a brand’s Promoted Tweets purchased more from that brand than a statistically identical control group, resulting in an 12 percent average sales lift. The results also demonstrate a sales lift among users who simply viewed the Promoted Tweets without engaging, averaging a 2% lift in sales. This proves that both impressions and engagements from Promoted Tweets are valuable to a brand.
2. Brands’ organic Tweets drive sales. Users exposed to a brand’s organic Tweets bought more from that brand than those who were not exposed, producing a 8 percent average sales lift. This lift was nearly 3x greater among users who saw 5 or more organic Tweets over the measurement period. The implication of this finding is that brands who actively build their follower base and regularly tweet to their followers can see an increase in offline sales.
3. Followers who see Promoted Tweets buy more. Beyond generating sales lifts by reaching followers organically, Promoted Tweets augment the sales impact. Followers who are exposed to Promoted Tweets purchased 29 percent more from that brand than followers reached by organic Tweets alone."
Source:  Blog post by Twitter, 8th August 2013