Much like the government does, we launched our ‘stimulus plan’ in a big way with a tongue in cheek government voice that spoke specifically to the Ottawa market through OOH, Facebook, Newspaper and events where people could trade in their old furniture, for credits to use in the store.

We also introduced people to our Ottawa Interior Beautification team and their trade-in truck. It drove around Ottawa and let people trade in their old furniture for beautification credits (gift cards) to use in the new store. In addition, the truck also responded to trade-in requests sent via social media, and at houses that had window or lawn signs from the newspaper or our Facebook page.

We even made a beautification give away board filled with new items from the new store that got people beautifying right away. Each item was custom tagged to encourage a visit to the new store.

In the two weeks of the campaign, Facebook fans were up 140%, wall posts were up 280%, visits to the new store were up 81% compared to the old store and sales were up 117%. Plus, Ottawa’s interiors got a lot more beautiful.