Encouraging In-Store Shopping
Return on Offline Ad Spend
Return on Online Ad Spend
Increase in In-store Traffic
Pier 1 is a retailer specializing in imported home furnishings and decor, particularly furniture, table-top items, decorative accessories, and seasonal decor.
- Stores: 1,000+
- Location: US/Canada
- Founded: 1962
- Revenue: 1.8 billion
Pier 1 wanted to attract more holiday shoppers, encourage them to visit its brick-and-mortar locations and increase in-store product sales.
Social Fulcrum built mobile-first video creative with branding in the first few seconds and text overlays that worked well with or without sound. The ad included messaging that emphasized sales and in-store discounts when shopping on Black Friday and had a “Get Directions” call-to-action button that opened to a map with the store’s location. Pier 1 showed this ad to US women aged 18 and over.
Next, Social Fulcrum built a Facebook photo ad in carousel format showing seasonal tableware along with messaging: “Get 50% off dinnerware & drinkware in-store and online this weekend only!” Each carousel card had a “See Details” call-to-action button that linked to that item’s product page on the brand’s website. Pier 1 showed this ad to US adults aged 18 and over, and to a Custom Audience of people who had purchased on the brand’s website in the last 30 days.
The team then ran a Facebook photo ad showing holiday candles along with a “Get Directions” call-to-action button. It showed this ad to US adults aged 18 and over, and to a Custom Audience of Pier 1 clearance sales shoppers as identified by Social Fulcrum.
Social Fulcrum used automatic placements to deliver the ads in either Facebook News Feed or Marketplace, depending on which platform was most likely to drive the best campaign results at the lowest possible cost at any given time.
Results were determined using reporting data from Facebook Ads Manager plus offline conversion data from the third-party reporting system LiveRamp, which together reported: 11X return on ad spend for offline, 3X return on ad spend for online, 5% increase in in-store traffic.