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.

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Why your iPhone is killing your creativity

Every day, the insatiable parasite that is your smartphone makes you worse at your job, writes a group creative director at Ogilvy.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More