DFS UK

Leading UK sofa retailer DFS used video ads on Instagram Stories to promote its spring campaign, increasing message recall by 6.8 points and brand consideration by 2.1 points.

THE STORY
Sofa so good

DFS has been making sofas for more than 50 years and has grown to become the biggest sofa retailer in the UK, offering the largest range in the country.

6.8-point

increase in message recall among video viewers

2.1-point

increase in brand consideration

11-point

lift in ad recall

3.1 million

people reached

Video advertising has always delivered strong results for us. Working with the team at Instagram to repurpose our TV creative has delivered some fantastic uplifts in ad recall and, crucially, brand consideration. We are looking forward to building on these results over future campaigns.
NICK ASHWORTH, MARKETING DIRECTOR, DFS
THE GOAL
Driving awareness of a new campaign

DFS wanted to drive awareness of its spring campaign and increase brand consideration across a key sale period.

Something Went Wrong
We're having trouble playing this video.
THE SOLUTION
Eye-catching Stories

DFS had been using video in its advertising for a long time, but to ensure that its “Welcome in Spring” TV message would stand out on mobile, it asked its creative agency Krow to develop vertical video assets for Instagram Stories and Facebook.

The ad creative followed best practices for mobile to catch people’s attention in feed: it used eye-catching movement, placed the branding up front showed the spring campaign messaging in less than 15 seconds, while filling the entire 9:16 screen ratio.

Planned and delivered by Mediacom, the video ads were part of a wider campaign on TV and other media, and were broadly targeted to people interested in home and home furnishings. The ads ran on Instagram and Facebook between April–May 2019, resulting in:

  • 6.8-point increase in message recall

  • 2.1-point increase in brand consideration

  • 11-point lift in ad recall

  • 3.1 million people reached