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VaynerMedia’s Nilla Wafer Story

It’s not about impressions, it’s not about ratings. It’s about “we sold a lot more stuff.”

The New York Times wrote an article about Nilla Wafers and the lift they got from their social media campaigns. The best part of that article was the last part, Nilla Wafers is one of my clients and they put all their money into social media with us. I wish I was smarter to be honest with you, because it shows a lack of smarts strategically for me which breaks my heart. I wasn’t smart enough in the first 3 1/2 years at VaynerMedia to realize the way I was going to prove the ROI of social media. My goal was to get a client to give me all their budget and it happened saradipidesly. We had half of Nillas budget the other half was suppose to go for a contest or some bull crap, stuff that wasn’t going to work. Some how that fell through and Nilla said you know what you take it, so we had the entire budget and this is a brand that hadn’t grown for a decade. Nilla had flat sales and all we did was pictures and videos, micro-content on Facebook and Pinterest. Here we are a year later and the business is up 9%, it’s a phenomenal success story on the true ROI of social media, this isn’t about impressions this isn’t about ratings, this is we sold a lot more product, that is the actual business.

Gary Vaynerchuk is a New York Times and Wall Street Journal Best-Selling author, self-taught wine expert, and innovative entrepreneur. Find more at

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