Case Study: OBI achieves a 17-point lift in ad recall and reaches 10 million people with Facebook

Building awareness with tailored stories

OBI, Germany’s largest home improvement retailer, faced the annual spring challenge of staying top-of-mind and driving in-store sales against strong competitors. With more than 650 stores and a seasonal push for relevance, OBI needed a campaign that reached distinct DIY audiences at scale during the crucial spring buying period.

Working with Facebook Mindsights and its agencies, OBI built five segmented, sequenced storytelling journeys—moving each audience from brand videos to animated cinemagraphs to product carousels—producing 45 tailored creatives and using video, carousel, custom and lookalike audiences. The five-week campaign drove a 17-point lift in ad recall, a 9-point lift in top-of-mind awareness among women, reached 10 million people and delivered 10 million video views.

OBI

Kristina Schmidt

Project Manager Marketing Social Media