The challenge

• Create an engaging pDOOH and standard banner campaign - “Storage Across the Home” - to drive consumer foot traffic into IKEA stores in  major Canadian cities.

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The solution

• IKEA utilized a range of messaging harmonizing with multiple creatives and OOH formats placed within a 15-kilometer radius of IKEA stores to achieve high traffic and reach the target audience (adults 18+)
• To refine its audience, IKEA utilized demo filters to reach devices seen browsing home improvement content and POI targeting on devices tracked at competitor home, living, and storage stores in the past 30 days.

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The results

• Units garnered 10,141,428 impressions (+45% over goal; bonus value of $66K+).
• Campaign achieved a 1.45x overall increase in store visitations.
• IKEA recorded 16,275 modeled incremental walk-ins, reflecting additional visits generated by the campaign.
• Visitation Rates:

                - Control: 0.37% (store visitation rate by DOOH-unexposed devices).

               - Exposed: 0.53% (store visitation rate by DOOH-exposed devices).

• Cost Per Incremental Visit: $13.21.