Mother, the creative agency for IKEA, were looking to modernise IKEA’s communications and target younger audiences. They needed a research partner to test and optimise three digital video ads geared towards Instagram and TikTok users. Research was required to assess the resonance and appeal of the three ads with the intended audiences, understand second-by-second responses and help improve the ads further to ensure call-to-action.
Opinium used the proprietary AdVantage ad optimisation tool in an online quantitative survey with 900 weekly Facebook, Instagram and TikTok users to test the ads, as well as a control group of 300. In addition Opinium’s tried-and-tested framework for creative and brand response, the study included an interest trace task which asked respondents to indicate their engagement with the ad as they’re watching it in real time.
The research found that the digital ad which focused most on products was seen as an all-round strong performer, delivered on clarity, creative style and brand fit and served as a blueprint for future ads for IKEA. Ads that were specifically geared towards younger audiences appeared polarising and could work harder for their intended audiences, with clear indications of how the ads could be optimised to reach the intended viewer.