IKEA wanted to quantify social media’s effectiveness beyond racking up ‘likes’, and assess how important its role was in the overall marketing mix.
Vizeum and iProspect teamed up with mobile operator EE and Facebook to track how many people who saw Facebook ads then went into an IKEA store. Two groups were created: one exposed to advertising on Facebook and a control group that was not. Mobile signals were used to track the groups to see who visited an IKEA store during the campaign.
The data derived proved that social-media ads drive retail footfall, particularly among one of IKEA’s key demographics – 22- to 25-year-olds.