HEADLINE/REASON WORTH SHARING
We needed to shift consumer attitudes about IKEA and bedrooms – IKEA wasn’t number 1 choice for bedrooms. We wanted to reconnect with lapsed consumers. We needed to see a positive shift in 3 brand metrics: Desire, Quality, & Variety.
HOW THE WORK MEETS BRANDS IDEALS
IKEA already had a reputation for being storage experts. We needed to address the perception that they weren’t whole BEDROOMS experts. We set out to position IKEA as the bedrooms experts by showing how we can help you craft the perfect bedroom for you. A bedroom is not a one size fits all model so every mattress, pillow, lamp, and blind needs to be picked out specifically for you, and IKEA can help. The IKEA brand ethos is about championing the ‘The Wonderful Everyday’ so we set out to make the bedroom and sleep portion of this even better.
Going into IKEA’s Fiscal Year 15 (Sept ‘14 – Aug ‘15) we had aggressive growth targets. From sales growth and increased footfall, to driving quality related brand metrics, we had our work cut out. Up until recent years, we’ve been able to live off the ‘honeymoon period’ – the excitement that lingered from IKEA finally arriving in Ireland and more and more people opting to shop there over more established brands (more established in Ireland anyway). The question now was where could we drive this growth from?
INSIGHT AND STRATEGY
Our research showed us an insight that people feel more tired earlier on in the week and at different times in the day. With that insight in mind, we developed a targeted comms strategy that would not only position IKEA as the bedrooms experts, but also demonstrate practical solutions to help you improve your bedroom and sleep better. To achieve all this, we established a strategy that would follow two tiers: “INSPIRE CHANGE” and “ENABLE."
We kicked off with a major AV campaign running across TV, VOD and YouTube. On TV, we bought spots around habitual environments for our audience, focusing heavily on evening time. For Inspire, we ran a targeted radio campaign over 7 weeks focused to evening drivetimes.
The key media of our ENABLE strand was Outdoor. We designed our site list to tightly target areas most likely to be seen by commuters. We used a variety of large and small scale formats to gain mass awareness with a wide selection of formats targeted primarily to major commuter locations.
Not only did we pick our display based on key websites for our audience, we specifically looked at the type of sites people check first thing in the morning.
Sites like Daily Mail featured massively on the plan with large impact formats to drive maximum cut through. All of these high impact formats were interactive so you could swipe or scroll through all the tips.
We ran 100% mobile in the mornings to ensure we reached those commuters heading into work. Then in the evenings, we also implemented retargeting tactics to reach those tired consumers again, but this time with different tips.
Over the course of our campaign we increased store visitation by a massive +21%. This led to a huge increase in our sales +37% (Mattresses), +27% (Bedrooms), and even benefitted the store in sales in other departments. The overall sales increase was +21%.And, the campaign delivered a stunning €12 Return on Investment.
This post was originally published on vizeum.ie.
ABOUT THE AUTHOR
Vizeum's promise is to drive business value through media for our clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure. This ensures that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. We then have the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.