Title	IKEA BLACK FRIDAY
Brand	IKEA BELGIUM
Product/Service	ALL
Category	C03. Data-Driven Targeting
Entrant	OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
Idea Creation	OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
Media Placement	OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
Production	OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
Post Production	OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM

Name	Company	Position
Gabriel Araujo	Ogilvy Social.Lab	Creative Director
Sophie Bayet	Ogilvy Social.Lab	Copywriter
Gauthier Fairon	Ogilvy Social.Lab	Art Director
Caroline Charles	Ogilvy Social.Lab	Account Director
Morgane Morel	Ogilvy Social.Lab	Account Manager
Elliot Steed	Ogilvy Social.Lab	Senior Social Media Strategist
Lara Silber	Ogilvy Social.Lab	Motion Designer
Pieter Decanniere	Ogilvy Social.Lab	Senior Copywriter

Why is this work relevant for Media?

To communicate about Black Friday, IKEA ran a dedicated campaign on social media supported by strong black visuals with a teaser campaign that caught the attention by revealing only a small portion of the offers. Offers were revealed a little more each day until the end of the promotion period. The objectives of the marketing campaign were to drive visitations to the IKEA store and to the website in order to generate store sales and web conversions. In that context, social media was used to support sales by combining strong creative content in an integrated, omni-channel media strategy.

Background

Black Friday is omnipresent in Belgium and 2019 is the second year IKEA participated to the sales fever, as it becomes a lot more adopted by Belgian retailers and known by customers. Purchases are 46% higher during Black Friday compared with a normal Friday. 21% of people already buy presents for Christmas. In 2018 IKEA successfully leaned on Black Friday as a growth driving opportunity. Building further on this blueprint they geared up in 2019 on both their D2C platform and in the physical space. Once the Black Friday offers concept was ideated, we ran a dedicated Social Commerce campaign. The overarching objective: generate sales and orders by boosting footfall in physical stores and e-commerce traffic.

Describe the creative idea / insights (30% of vote)

An omni-channel creative approach was deployed, starting from an insight from previous campaigns; Belgian shoppers enjoy being teased with offers as it creates urgency. The reveal process on IKEA website started one week before Black Friday’s start. We supported a similar approach on Social, but added another layer of creativity coming from another insight. The journey should be different for a high intent user, compared to a prospect. We supported the campaign with strong black visuals and developed a teaser campaign that caught the attention of consumers by revealing only a small portion of the offers. Offers were then revealed progressively but, a prospect would follow a soft sell approach with no indication of price and a long user journey. On the contrary, a highly engaged user saw creatives that followed a hard sell approach; strikethrough prices creating urgency, a promo widget as well a fast user journey.

Describe the strategy (20% of vote)

A campaign rooted in 3 principles: • Omni-channel approach to drive sales through e-commerce & in-store • Personalization to increase audience relevance • Social first content for a seamless purchase path IKEA’s retail data helped us uncover the insight for our strategy: distance to the store strongly impacts IKEA penetration. Only 25% of IKEA FAMILY members living more than 50 minutes away from a store actually visits it. In contrast, 60% of members living less than 20 minutes away from a store are more likely to come. This understanding made it obvious our answer needed to be tailored to consumers both far and nearby an IKEA branch. We developed a geotargeted approach around Ikea stores with personalized content, to push users to visit the physical POS. In parallel, we set out to target remote areas, far away from IKEA with ads leading to ecommerce and offering the same deals online.

Describe the execution (20% of vote)

Between 28th November and December 2nd we first generated awareness by using mass reach ads on Facebook and Instagram. Once we achieved exposure and mass for retargeting, we changed our optimisation to conversion and split the funnel based on the retail data. One workstream was built around users living nearby IKEA with a focus on driving footfall and sales. The other stream was aimed at users living further away envisaging e-commerce. Facebook’s Collection Ads, a shoppable mobile format that lets the audience move from discovery to purchase in a smooth and immersive way, were very successful. Those who wanted to know more were eventually directed to a tailored landing page. Monitoring performance at a granular level was essential and possible thanks to the Pixel, Facebook’s website tracking tool. Moreover the platform’s native Offline Conversions feature allowed us to have a precise view on in-store purchases driven by social ads.

List the results (30% of vote)

The activation proved to be a bull’s eye, checking all KPIs. We reached 75% of our 2.5 million audience. We booked 14% sales increase compared to 2018, with 78% of the sales generated offline and 22% online. In terms of ROAS , every euro invested resulted in a €25 value for the online funnel approach and 61€ return for the offline mechanism (benchmark: €22). This campaign was apart from an absolute value also a strategic insight driver. The fact that the geotargeted approach directing users to a physical point of sale outperformed its online counterpart, illustrates that funnelling down to one single conversion channel is not always the best way to get ROI from social. It underlined the essence of mining data, sophisticatedly bridging the gap between on and offline and applying omni-channel approaches in order to seize seasonal momentum and steer future IKEA sales activations.

Describe the use of data, or how the data enhanced the campaign output

IKEA’s retail & CRM data helped us uncover the pivotal insight for our strategy: distance to the store strongly impacts IKEA penetration. Only 25% of IKEA FAMILY members living more than 50min away from a store actually visits it. In contrast, 60% of IKEA FAMILY members living less than 20 minutes away from a store are more likely to come. This understanding made it obvious our answer needed to be tailored to consumers both far and nearby an IKEA branch. Which is why we split our target into two groups. This approach proved to be successful in terms of impact as we saw significant ROAS discrepancies between physical stores (27,31) and online (3,71) and were able to optimise media investment accordingly. Measuring in-store ROAS was enabled by the Offline Conversions feature which allowed us to have a precise view on in-store purchases driven by social ads.