IKEA NETHERLANDS

IKEA Netherlands increased its return on ad spend by 23% after adding product tags to its usual Advantage+ catalogue ads on Instagram.

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THE STORY
Assembling success

IKEA is a Swedish-Dutch multinational conglomerate based in the Netherlands that designs and sells ready-to-assemble furniture, kitchen appliances, decoration, home accessories, and various other goods and home services.

23%

increase in return on ad spend, compared to usual Advantage+ catalogue campaigns

10%

increase in sales, compared to usual Advantage+ catalogue campaigns

4%

increase in add-to-cart events, compared to usual Advantage+ catalogue campaigns

With the success of adding product tags to our normal Advantage+ catalogue campaigns, we’ve made another step in our campaign effectiveness on Meta apps. With continued testing and optimising, we’re always working on optimisations to make our Meta advertising more successful for our business.
BRIGIT MOENS, COUNTRY INTEGRATED MEDIA MANAGER, IKEA NEDERLAND
THE GOAL
From feed to fully furnished

IKEA Netherlands wanted to showcase its range of products on Instagram and increase sales and add-to-cart events.

THE SOLUTION

Making inspiration shoppable

IKEA is always looking for ways to improve its customers’ shopping experience. For this campaign, the retailer wanted to test the business impact of adding product tags to its usual Advantage+ catalogue ads. Product tags allow advertisers to tag products from a Facebook Page or product catalogue in their photos or videos. When people click on these tags, they can explore more information about the product and discover more similar products, which makes it easy for them to find and purchase what they need.

With the help of the agency Greenhouse, IKEA created an A/B test to compare the effect of adding product tags to its usual Advantage+ catalogue ads for two weeks. The campaign setup followed Meta’s best practices for ad targeting, creative and placements, and the ads used broad targeting.

Based on the positive results of the campaign, IKEA plans to continue using product tags as a part of its always-on strategy to improve ad results. The campaign, which ran from September 20–October 3, 2022, achieved:

  • 23% increase in return on ad spend, compared to usual Advantage+ catalogue campaigns
  • 10% increase in sales, compared to usual Advantage+ catalogue campaigns
  • 4% increase in add-to-cart events, compared to usual Advantage+ catalogue campaigns
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