Challenge

The main objective of this campaign was to reinforce IKEA’s emotional connection with consumers by delivering against two brand metrics: ‘Proud to be seen with’ and ‘Inspire good ideas for my home’.

Idea

Our strategy was to show people they can create a nice and personal interior using IKEA products

So we partner with top influencers who had authority and trust. We developed together original and engaging content about their homes and used that content in a bespoke multi-channel way on native print, digital, social and of course, on ikea.be.

Delivery

This ‘Take A Tour’ campaign enabled consumers to get an exclusive look inside influencers’ homes, see how they integrate IKEA products in their interior and be inspired. We did it in a very authentic way. IKEA did not transformed the influencer’s interiors into an IKEA showroom. Each universe was a well-balanced combination of Ikea’s product and influencers personal belongings. Which is exactly how people design their interiors today . This approach make it relatable and credible to the target.

Of course, in order to be actionable, the articles always ended with a Shop the style page allowing people to directly find the products they liked in the article/video.

Results

The goal was to improve IKEA’s brand perception and emotional connection and that’s what we did !

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