media investment - IKEA Electronic Purchase & Delivery
Category: Best Performance Campaign
Year / Domain / Status: 2016 / Retail / Honorable Mention
The communication objectives addressed several indicators like brand awareness, interest & consideration for IKEA at national level, awareness and consideration for the online ordering tool. The target was represented by “the many people” as IKEA calls them, individuals aged between 25 – 65 y.o. with urban residence. The consumer analysis showcased TV and digital as main channels for our target each of them associated with different objectives. Thus, we used TV as mass reach media channel while on digital we addressed consumers differently according to their audience profile. The strategy was developed under the integration principle. Thus, every activation from the campaign, all IKEA assets (TV campaign, direct mailing, social platforms, website) were measured and integrated in the same platform.Execution:
In digital we applied a performance strategy with all channels integrated in one platform. The main pillar of the campaign was data: data gathered from all IKEA assets to identify conversion path (Attribution modelling), prior campaign data that allowed target segmentation, websites data collection based on tagging strategy integrated in the buying platform. Following the audience segmentation, we developed a targeting and sequencing strategy implying dynamic ads and different acquisition storyboards according to the user’s contact with the brand. Retargeting was distinctly addressed from a creative and sequencing point of view; we took in consideration frequency, recency, duration from the last interaction. All the insights from the data collected were applied to feed the dynamic ads. Thus, the ads were populated with product, copy, different color buttons according to audience profile. More than 200 different banners were developed.