Driving incremental reach for DFS

Client: DFS

Agency partner MediaCom and Xaxis, the outcome media company, leveraged its programmatic video solution for leading furniture retailer DFS, to achieve uplift across key brand metrics for its Winter Sale campaign.

Launched on 21st December 2020 and running until 31st January 2021, the campaign aired during the most critical time of year for retailers, with UK consumers spending a collective £80bn over the Christmas period and furniture brands experiencing sales growth of almost 8% in December. DFS’ campaign generated more than 13.7 million unique impressions, and Xaxis’ programmatic video solution furnished DFS with the means to successfully reach its target audience, no matter their environment and browsing mindset. Its intelligent capabilities created an agile campaign that utilised a range of digital devices, YouTube channels, and ad formats to engage audiences and produce quantifiable results against the retail brand’s marketing objectives. Powered by Xaxis’ proprietary artificial intelligence tool Copilot, Xaxis’ programmatic integrated video solution – which incorporates brand safe access to YouTube pre-roll ads as well as across a portfolio of quality news and lifestyle publishers, and high-performing in-app environments – optimised the DFS Winter Sale campaign to maximise reach with target audiences, utilise premium ad inventory, and meet the brand’s custom KPIs: favourability, search lift, and purchase intent. The campaign drove online search activity for DFS’ products and provided learnings that will help shape future AV planning.