Deichmann Poland uses Facebook Canvas to boost brand awareness

Digital marketing industry case study library

A century-old family-run footwear business used Facebook’s Canvas format for a highly successful brand awareness campaign in Poland.

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Case study summary

• Footwear brand wanted to raise awareness of ‘Graceland’ women’s shoes range for younger women

• Ad creative featured singer and fashion blogger Margaret

• Facebook photo, carousel and video ads, along with the interactive Canvas format,
• 24 pieces of ad creative that ran over a 6-week period

• 25-point increase in ad recall and 7-point increase in favourability

The challenge

Founded in 1913, Deichmann is a thriving retail and ecommerce business selling good quality footwear. It remains a privately owned shoe shop, but now has 3,600 stores in 24 countries and employs over 36,000 people.

Deichmann, and position them as a fun and stylish choice for followers of fashion—particularly younger women.

The solution

The fashion and footwear market is a highly competitive area, so to stand out amongst the competition, Deichmann created a multi-part campaign that would appeal to shoe lovers across Poland.

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The high-profile ad creative featured Margaret, a famous singer and fashion blogger, picking out different shoes from the Graceland range that would be suitable in series of situations. From shopping and gigs to just riding around town, Margaret showed that Graceland has the answer for all occasions.

The colourful and highly compelling creative was used in photo, carousel and video ads, along with the Canvas format, which allowed people to explore and engage with the full Graceland range.

The campaign featured 24 pieces of ad creative that ran over a 6-week period, and also featured a competition element where customers could win a shopping trip in London.

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The results

The combination of a famous and relevant influencer with highly immersive Canvas ads was a winning formula. Deichmann’s campaign produced strong increases in both ad recall and favourability between March–April 2016:

• 25-point increase in ad recall
• 7-point increase in favourability
• 3-point increase in attribute rating

Małgorzata Tyliba, Head of Marketing Central and Northeast Europe, Deichmann, said: “For some time, Facebook has been one of the key parts of our marketing efforts. Its many ad formats allow us to effectively reach a well-defined target group. Most of them have extensive functional options that give us the possibility to beef up our advertising. In terms of Graceland’s target group, this is extremely important.”

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