DEICHMANN UK

Deichmann UK ran a nested Meta brand lift study to understand how using several ad objectives could boost campaign performance, and saw a 2.9-point lift in purchase intent when using the awareness, engagement and sales objectives.

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THE STORY
Footwear for the whole family

Deichmann has become one of Europe’s market leaders for quality footwear and accessories at affordable prices. Deichmann UK operates more than 130 stores and sells products online at its website. The company is part of Deichmann SE, Europe's largest shoe retailer.

2.9-point

lift in purchase intent

1-point

lift in top-of-mind awareness

8-point

lift in standard ad recall

Back to school is a competitive retail moment for us. For our ad campaign to run across Meta’s apps, we wanted to fully understand which ad objectives best correlate to our company’s business goals so that we could focus on those key performance indicators (KPIs). The nested brand lift study results showed that using a full-funnel strategy worked the best for our business.
JOSEPHINE SOEI, HEAD OF MARKETING AND COMMUNICATIONS, DEICHMANN UK
THE GOAL
Boosting online and in-store sales

Deichmann UK wanted to reach parents shopping for footwear for their children in preparation for the new school year and boost online and in-store sales.

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THE SOLUTION

Testing campaign objectives

Deichmann UK plans an annual back-to-school advertising campaign to raise awareness about its promotional offers for families. It runs TV commercials, as well as video ads and authentic creator content on Facebook and Instagram to showcase its “buy-one-get-one-half-price” offer on school shoes.

When planning its ad campaign to run across Meta apps, the team decided to test using several ad objectives to see how well they performed at achieving the largest reach possible while also increasing brand awareness and driving sales in-store and online. Specifically, the team chose to use the “awareness” objective to reach the maximum number of people, the “engagement” objective to boost video views and the “sales” objective to boost purchases.

Deichmann UK collaborated with TRGT—an agency that specializes in digital media buying and creative—to create the strategy and to develop and execute the digital ad campaign on Meta apps as an extension of the company’s TV campaign. Deichmann’s media agency, tmwi, then executed the campaign.

Deichmann UK’s targeting strategy was to show the ads to UK adults and parents, as follows:

  • for the campaign with the “awareness” objective, it showed ads to broad audiences aged 18 and over
  • for the campaign with the “engagement” objective, it showed ads to parents or people with relevant interests
  • for the campaign with the “sales” objective, it showed the ads to broad audiences aged 18 and over and then re-engaged with people who had previously interacted with its ads

The team used Advantage+ placements to automatically deliver ads across all of Meta’s placements based on which were most likely to drive the best campaign results at the lowest cost, plus Advantage+ campaign budget to automatically distribute the budget across the best-performing ad sets in real time.

Deichmann UK then ran a Meta nested brand lift study, where each of the campaign objectives were measured separately, without dividing the campaigns into separate cells. The study of its July 24–September 10, 2023 campaigns collectively revealed:

  • 2.9-point lift in purchase intent
  • 1-point lift in top-of-mind awareness
  • 8-point lift in standard ad recall
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