Use of Research

Use of Research

Ikea

Can investment in social media – particularly in Facebook – by retailers be shown to have an impact on footfall and sales? With Ikea’s help, Dentsu Aegis Network’s Vizeum and Isobar set out to prove that it could.

Basing their research on Ikea’s Cardiff store, the agencies put together two groups – one that would be exposed to Facebook advertising and a control group that would not. Working with EE and Facebook, researchers tracked each group using their mobile signals to find out who visited the store during a campaign – the first time mobile data had been linked to social ads to track the impact on real-life behaviour.

The initiative proved that Facebook ads do influence consumers’ shopping behaviour, attracting 11 per cent more visits to the store across all age groups.

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How easyJet transformed customer data into emotional anniversary stories
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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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