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.