IKEA Houston

20th Birthday Facebook PromotionOctober 15 – October 21, 2012

Campaign Recap

20th Birthday Facebook PromotionCampaign ElementsFacebook ads drove traffic to a fan-gated tab on IKEA Houston’s Facebook page.

Ads were targeted to:- Houston, +25 miles- 25-49 year-olds- Females- Non-fans of IKEA Houston page- Those most likely to Like the page

20th Birthday Facebook PromotionCampaign Elements

A dedicated Promotions tab on the timeline showcased weeklong Birthday campaign offers

Inside the tab, the non-fan view directed users to Like the page to reveal sale offers

Once the page was Liked, the fan view revealed daily sale offers

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20th Birthday Facebook PromotionBefore and After Results

• New Likes during the promotion: 2,553• Average 265 new Likes per day

• In Houston, the Page reached: 141,882 potential customers• 47.8% of which were 25-34 years old• 90% of which were female

* = The daily number of times your posts were seen in News Feeds, tickers or on visits to your Page

** = The daily number of people who saw any content associated with your Page (Unique Users)

Before Promotion

AfterPromotion

% variance

Total Page Likes 6,950 9,503 +38%

Daily organic impressions* 3,300 9,300 +181%

Daily total reach** 3,902 56,996 +1,361%

Engaged unique users 300 2,500 +733%

20th Birthday Facebook PromotionAd Campaign Impact

• Total budget spent: $999.00

• Average CTR* of ads: 0.509% (Facebook desktop average: 0.588%)

• Total new Likes directly generated by ad campaign: 2,416• Meaning 137 Likes were organic

• Total ad impressions served: 1,349,283

• Average cost per fan: $0.42

* = Click Through Rate; number of clicks on an ad / number of impressions served x 100

20th Birthday Facebook PromotionScreen Shots

20th Birthday Facebook PromotionScreen Shots

20th Birthday Facebook PromotionScreen Shots