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.
The 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.
The 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:
[iframe src="https://youtube.com/embed/PKs4wH2OeDQ" width="100%" height="500"]
“As a retailer, driving consumers to both our physical and online stores is always top-of-mind when running paid media." - Nick Lezin, SVP of Marketing, Ashley
The 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.
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