1. IKEA Houston 20 th Birthday Facebook Promotion October 15 – October 21, 2012 Campaign Recap

2. 20 th Birthday Facebook Promotion Campaign Elements Facebook ads drove traffic to a fan-gated tab on IKEA Houston’s Facebook page. Ads were targeted to: - Houston, +25 miles - 25-49 year-olds - Females - Non-fans of IKEA Houston page - Those most likely to Like the page

3. 20 th Birthday Facebook Promotion Campaign Elements A dedicated Promotions tab on the timeline showcased weeklong Birthday campaign offers Inside the tab, the non-fan view directed users to Like the page to reveal sale offers Once the page was Liked, the fan view revealed daily sale offers 1 2 3 1 2 3

4. 20 th Birthday Facebook Promotion Before and After Results New Likes during the promotion: 2,553 Average 265 new Likes per day In Houston, the Page reached: 141,882 potential customers 47.8% of which were 25-34 years old 90% of which were female * = The daily number of times your posts were seen in News Feeds, tickers or on visits to your Page ** = The daily number of people who saw any content associated with your Page (Unique Users) Before Promotion After Promotion % variance Total Page Likes6,9509,503+38% Daily organic impressions*3,3009,300+181% Daily total reach**3,90256,996+1,361% Engaged unique users3002,500+733%

5. 20 th Birthday Facebook Promotion Ad Campaign Impact Total budget spent: $999.00 Average CTR* of ads: 0.509% (Facebook desktop average: 0.588%) Total new Likes directly generated by ad campaign: 2,416 Meaning 137 Likes were organic Total ad impressions served: 1,349,283 Average cost per fan: $0.42 * = Click Through Rate; number of clicks on an ad / number of impressions served x 100

6. 20 th Birthday Facebook Promotion Screen Shots

7. 20 th Birthday Facebook Promotion Screen Shots

8. 20 th Birthday Facebook Promotion Screen Shots