Their participation in activation usually makes some of their followers/friends to try their chances as well (or just buy it to see whats so great about it). Th

Their participation in activation usually makes some of their followers/friends to try their chances as well (or just buy it to see whats so great about it). Those people will try the product themselves and hopefully some will pick a liking for it and even recommend it further. Social media is simply new channel in BTL and is important to Brands as they grow the awareness that there's increasing number of people that's simply oblivious to ATL. As for sales figures, we actually work within targets, sometimes esoteric ones like "get hastag trending on specific day". We also rarely work alone, more often than not being just part of bigger picture happening simultanously. Brand then reviews performance using market research companies or sales figures and tell us results, so its hard to say if sales change would be same or different without us. As for long term sales, that depends more on Brand's strategy and its reception by the market. Digital is part of this strategy's realisation, but due to nature of the medium, we are playing short game here.