B&Q wanted to encourage consumers to inject some love – and life – back into previously ‘unloved rooms’. B&Q partnered with Qriously to help find customers who were planning on decorating a kitchen, bedroom or bathroom over the weekend.
By asking mobile app users “Planning on decorating this this Easter Weekend?,” and offering as possible answers “Bedroom,” “Bathroom,” and “Kitchen,” Qriously found over 25,000 people who offered one of those answers. When they answered, they were shown a banner ad specific to the room they had selected.
On average, 19.1% of consumers exposed to B&Q creative went on to click the banner at least once. Brand study results showed an absolute increase in intent to purchase from this DIY retailer of Δ11.5 (relative increase or lift of 36.8%) compared to a statistically similar control population.
“We’re simply blown away by this novel approach to finding our client’s audience; Qriously combine real-time mass sentiment, big data analysis and statistically robust brand research to prove that mobile can indeed drive footfall & retail sales.”
Group Operations Director, MEC