Audience Modeling:
We re-created, thanks to our exclusive dataset, the IKEA "Déco Lovers" persona that we targeted for the campaign.
- Socio-demographic data: 20-55 years old
- Transactional data Profile with an interest in decoration and interior design
- Behavioral data Profile : Profile consulting contents related to bedding and living room furniture and good house plans
- Geolocation data: Visitors from competing stores in the catchment area
The campaign took place in 2 phases: branding and drive-to-store.
Phase 1:
Cross-device activation of the wrap and wide angle formats to generate interest and event the opening of the new store in Nice.
Phase 2:
100% mobile activation of interstitial, MPU and banner formats to generate in-store visits.
+ Retargeting of the engaged people from phase 1 "branding", during phase 2 "drive-to-store".
This campaign was based on a strong repetition to work on the presence in mind and to incite the affinity audience to discover and visit the new IKEA store in Nice.
The campaign achieved good media performance, with :
- 76% of visits are incremental
- 76% visibility rate (on average)
- 1.1M people reached in the catchment area
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