IKEA's challenge was to drive awareness ahead of their January sale, and also wanted to drive footfall to their stores. IKEA specifically wanted to target female homeowners living in Dublin.
- Drive in-store traffic
- Customer Engagement
iMOBMEDIA LBM platform algorithm and its direct SMS targeting allowed IKEA to execute the campaign and target audience the way they wanted. Our client was able to identify females living in Dublin that were between the ages of 25-44 and those who had not moved address in the past 3 years. iMOBMEDIA platform gave the brand the ability to target exactly who IKEA wanted. That approach allowed to run highly relevant and contextual campaign in real-time. The SMS offer with accompanied link was sent out to this specific targeted audience at the appropriate time.
IKEA's campaign based on iMOBMEDIA's direct SMS offer, achieved a very impressive 97% open rate, showing that this method of communication gets customers attention in a mobile advertising space. We measured that IKEA's campaign attained a 4.1% Click Through Rate (CTR) on the link that accompanied the SMS message that was sent out. Of all the targeted audience who received the message, 10% visited the store during the first week of the sale.
IKEA effectively utilised real-time direct SMS marketing through iMOBMEDIA LBM solution. By identifying the specific audience, IKEA ran the campaign, which led to 97% open rate and 4.1% CTR, representing 10% in-store traffic (in first week).
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