The execution went to market recently and is still live, but the results thus far are impressive.

The average click-through rate for these custom banners has been a staggering 0.09%. This is nearly double the 0.05% click-through rate of our generic creative, proving the custom and hyper-relevant banners were more engaging.

Despite all other media support remaining unchanged from last year, we saw bathroom sales increase by over 12% in stores and 34% online.

In the first two weeks of the campaign, over 16,000 Canadians visited our ad creation page, resulting in over 550,000 custom banner impressions served and 500 bathroom conflicts resolved.

We set up an interactive experience on IKEA.ca that allowed users to create custom banner ads. The custom ads were instantaneously stored in a dynamic feed along with the user’s household IP address.

Using custom programs created by our buying team, the IPs and custom banners were automatically implemented as buying parameters in real-time. We then programmatically bought ad space matching the user's stored data, and delivered the appropriate custom ad to create a hyper-personalized household experience.