JYSK
About JYSK
The work made for JYSK runs to 4 verified projects since 2020 — mostly Strategy, Campaign and Marketing.
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The Off-season Strategy
JYSK's bold off-season outdoor campaign redefined its approach to marketing by strategically shifting resources to a period when outdoor furniture sales are typically minimal. This decision, rooted in data, insights, and innovative content, became one of the company’s most successful marketing initiatives. By leveraging early consumer interest and strengthening emotional connections, JYSK achieved remarkable results, including a sales index of 122 in Denmark and 134 internationally. These achievements underscore the campaign’s significant impact on JYSK's overall performance, given outdoor furniture's dominant role in this period’s sales. Launched during winter, the campaign aimed to build relationships with future buyers, raise awareness, and drive consideration long before peak purchasing season. This approach included an off-season phase (February-March) that utilized targeted media and a focus on brand presence to engage audiences early. The primary campaign (March-May) followed, with a revamped media mix emphasizing emotional storytelling and increasing visibility across key platforms such as social media, YouTube, and TV2 Play. The campaign’s insights revealed that consumer interest in outdoor furniture begins much earlier than anticipated, with significant online searches occurring as early as February, even though sales during this period account for less than 10% of May’s volume. Using econometric modeling, JYSK identified that early awareness and consideration efforts could significantly boost subsequent sales. Additionally, JYSK's strong price positioning allowed the campaign to shift focus towards emotional drivers, aligning with findings that 37.3% of social media conversations about the category were emotionally motivated. The campaign strategy emphasized building an early presence in the market to connect with customers before competitors. During the off-season phase, the campaign reached 1.94 million unique users on social platforms and 1.5 million on YouTube in Denmark. The subsequent main campaign doubled its budget for awareness and consideration, reaching 2.46 million unique users on social platforms with an average frequency of 12.16 and 1.78 million on YouTube. TV2 Play was added to the mix, achieving a notable 238 seconds of average engagement time per user. Internationally, the campaign was adapted to 28 additional markets, tailored to local insights and consumer behavior, further amplifying its success. Through meticulous planning, innovative strategies, and strong execution, JYSK not only achieved extraordinary sales growth but also set a benchmark for leveraging early consumer engagement to drive long-term performance.