CASE STUDY: House of Fraser increase consumer awareness via eBay
Provided by eBay
House of Fraser shows retailers how to leverage eBay's online retail media to drive multi-channel sales.
What was the Challenge / Background of the Campaign?
House of Fraser's multi-channel business including 62 high street stores, an eCommerce business and a direct outlet store on eBay.co.uk provided an opportunity to test whether an advertising campaign linked to the eBay store had a halo effect on other channels.
What was the Campaign Objective?
To support House of Fraser's Summer Sale activity in the Women's and Men's clothing and Home & Garden categories. To drive awareness, purchase intention and visits to all retailer channels.
What was the Solution?
Month-long campaign of 4 phases using full ORM solution to deliver over 60,115,000 impressions. Phase 1 - up to 75% off, limited time only and a 2 day homepage takeover(reaching over 17m eBay users). Phase 2 (up to 70% off) then Phase 3 (up to 75% off)
2 x 2 week campaigns delivering 40 million impressions targeted by: Brand term tenancy, Keyword targeting, Category targeting, Behavioural targeting , Postcode targeting and Re-targeting. Phase 4 - Summer clearance (up to 75% off with email marketing to over 13.5 million eBay users.
What were the Results?
To test the campaign awareness the survey asked participants whether they had seen a campaign for House of Fraser on eBay prior to & during the campaign. Within a week there was a 44% uplift in awareness which was maintained across the campaign. When asked where respondents had seen advertising for House of Fraser, accuracy of recall was higher for advertising on eBay vs other platforms at 46%. The homepage take over was responsible for driving the highest level of awareness, with 54% of respondents identifying that this was where they had seen House of Fraser advertising.
What were the Key Learnings of this Campaign?
The tagging technology allowed reliable measurement of total sales generated on the two platforms; either the House of Fraser eCommerce store or the eBay direct outlet. Individuals who clicked on or viewed House of Fraser advertising on eBay bought items valued greater than the cost of the media investment. As mentioned, the campaign also had a positive impact on the store performance with purchase intention up 14% and visit intention up 16%. It is hard to attribute an exact value but we can assume a further halo effect of additional revenues generated from offline sales.