CASE STUDY: B&Q - Increasing engagement with native ads
Provided by Adyoulike
B&Q worked with Adyoulike to increase engagement around the Autumn/Winter Décor campaign
What was the Challenge / Background of the Campaign?
B&Q Autumn/Winter (A/W) Décor is a product-led brand campaign that focuses on getting people to do up their rooms, with everything from paint to sofas.
The challenge was in getting people to engage with content and ads in the environment they were already in, without driving them to the B&Q site.
The campaign brief was designed as a pure branding campaign, with sales performance a secondary consideration.
What was the Campaign Objective?
Tetting people to engage with content and ads in the environment they were already in, without driving them to the B&Q site.
What was the Solution?
The Adyoulike Native Story was recommended as the best Adyoulike product for meeting engagement KPIs. Adyoulike created bespoke editorial for both the 'Into the Country' living room and 'Prelude' bedroom A/W collection. Alongside bespoke editorial written by the Adyoulike content team, Adyoulike also created an image hotspot for both areas. This involved taking a B&Q image asset and adding image links direct to check-out pages for particular B&Q products. All of this was accessible via the Native Story, distributed into native content environments across publishers.
What were the Results?
The campaign performed well over its month-long run, as the figures below show:
1,926,375 headline impressions
0.68 per cent average CTR to Native Story
21,510 total sponsored page visits
Average dwell time of nine minutes and 27 seconds on Native Story
40 social media shares
8,371 earned media Native Story visit (28.06 per cent earned media visits)
132 direct sales
These engagement rates for a brand campaign simply cannot be compared to other media where dwell times, engagements and depth of content cannot be achieved.
What were the Key Learnings of this Campaign?
Delivering interesting content titles and creative within a native environment was key to the success of this campaign.
The unique image hotspot solution increased engagement rates, social shares and direct traffic sales to the B&Q website.
Campaign headlines distributed across premium publisher environments in-feed to maximise visibility and engagement.