IXXI

The brand

Since 2010, IXXI has turned photos and artworks into wall decoration that changes with you. The idea is simple: the system stays on the wall, the art inside it changes. Your own photos, or work from the Rijksmuseum, the Van Gogh Museum, Miffy or Banksy.

With more than a million customers, IXXI is one of the best-known Dutch interior brands.

Objective

IXXI wants to grow in the Netherlands and Belgium and keep scaling in Germany, France and beyond. At the same time it needs to make a new product category work: the Art Frame.

That asks for a marketing setup that works across countries, languages and thousands of products. One source of truth for data. Product feeds that match what people actually search for. And a clear role for every channel during the busiest months of the year, from IXXI Shopping Days to Black Friday.

One system on the wall. One growth strategy behind it.

Our approach

• Phase 1: foundation
  We connect IXXI’s existing data stack to Billy Grace for cross-channel attribution, so decisions are based on what really drives sales. In parallel we take over and restructure Google Ads and Meta, and sharpen the product feeds: titles built around artists, artworks and formats people search for.
• Phase 2: launching new products
  We launch the Art Frame with its own feed, campaigns and landing pages, separate from the existing range. Search and Shopping capture the demand, Meta creates it with a creative brief per audience. We scale step by step, based on results.
• Phase 3: creative intelligence
  We add a creative testing loop: one variable per round, measured in Billy Grace, with every learning captured. That way IXXI can grow on the creatives that prove themselves, in every market.

Case in progress

We look forward to sharing the full results of this Incremental Marketing Optimization (IMO) journey soon.

Interested in more cases? Explore all our work.