iProspect UK won the trophy for the Best Use of Digital in the Retail Sector for our work on IKEA at the Digital Impact Awards last night. The awards aim to celebrate creativity, innovation and strategic execution in digital communications throughout Europe. Attracting both in-house and agency teams there were some strong contenders in the three categories we were shortlisted for, including the likes of AMVBBDO and DigitasLBi, but the IKEA campaign was declared as the front runner securing gold in the Retail sector category.
The IKEA campaign, which secured the win, was a world first. Working with Facebook, mobile provider EE and Vizeum we demonstrated that Facebook ads on mobile can drive in-store footfall and create identifiable ROI. Focusing on IKEA’s Cardiff store and the defined Christmas sale period, the campaign served ads to a test group and an identical control group and using geo-fencing we were able to see who then visited the store. By comparing the behaviour of the two groups the campaign proved for the first time that Facebook advertising on mobile has real impact on retail footfall.