Ashley is a furniture retailer and supplier with stores around the world and an online presence to match. The brand partnered with Roku to engage parents, home improvement shoppers, and other key audiences with the primary goal of driving traffic to their online and brick-and-mortar stores.
Challenge
Despite being a leader in furniture, Ashley struggled to reach and engage customers through traditional TV advertising. Hoping to improve the incremental reach and upper funnel metrics around their paid media efforts, the brand turned to TV streaming.
Campaign
Vertical: Retail
Objective: Brand awareness, incremental reach, efficiently increase store visits
Audience: Parents, home improvement shoppers, decorators, and interior design enthusiasts
Format: In-channel video ads on Roku
Approach
Ashley began by tapping into Roku’s custom third-party and first-party data, activating that data through :15 and :30 video ads to reach multiple segments of category buyers. The audience strategy focused broadly on parents and home improvement shoppers, as well as on a more focused segment of decorators and interior design enthusiasts.
Once the campaign was in flight, and after it ended, the brand leveraged Roku’s partnership with Foursquare, a leading location technology platform, to measure in-store traffic.
Here’s a peek at Ashley’s video ad on Roku:
Results
The campaign increased store visits while decreasing the cost per visit, relative to a previous campaign with Roku. Additionally, measurement and analytics provided by Roku’s partnership with Foursquare gave fresh insights into customer attribution.
Key results
Roku users were 37% more likely to visit the physical store after campaign exposure.
Cost per store visit decreased by -18% from the Q3’21 campaign.
