The Swedish hardware and home improvement store boosted sales of advertised products by 27% after digitising its traditional print circulars with Facebook Instant Experience.
Solutions for every project
K-Rauta is a hardware store that offers materials and equipment for projects of all sizes—whether at home, in the garden or on a professional construction site. It has 17 stores across Sweden.
Enticing customers to shop in-store
K-Rauta wanted to encourage people to visit its stores since most of its products are only available in person. It hoped to achieve this by using Facebook’s Instant Experience to digitise its print advertising and make sure that its offers were seen by consumers in a cost-effective way.
K-Rauta knew from its past experience that Facebook is a good channel to reach its customers. To reach them more efficiently and try new formats, it decided to use Facebook to digitise the company’s traditional print circulars.
To make it easier for people to find its offers, K-Rauta used Facebook’s Instant Experience ad format combined with mobile-optimised video. Instant Experiences are designed to load instantly to capture the audience’s complete attention. People can watch engaging videos and photos, swipe through carousels, tilt to the pan and explore lifestyle images with tagged products—all in a single ad.
Working with its media partner Bluebird Media, K-Rauta developed short video ads showing the different home improvement products that can be purchased at K-Rauta stores. The overarching message was: “K-Rauta helps you from start to finish.”
The campaign was targeted to men and women 18 years and older who were located near a K-Rauta store in Sweden. The campaign also used automatic placements on Facebook and Instagram to generate optimum results at the lowest average cost.
Getting the word out
K-Rauta’s campaign helped prove that Facebook ads can generate in-store sales. Running from April 13–May 1, 2020, the campaign achieved:
- 30% lift in in-store visits
- 27% lift in sales of advertised products