| Title | IKEA HEJ |
| Brand | IKEA GERMANY |
| Product/Service | HOME INTERIOR SOLUTIONS & FURNITURE |
| Category |
A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA |
|
Entrant Company
|
RAZORFISH Frankfurt, GERMANY
|
|
Contributing Company
|
RAZORFISH Frankfurt, GERMANY
|
Credits
| Alina Huecklecamp |
Razorfish |
Chief Strategy/Innovation Officer |
| Preethi Mariappan |
Razorfish |
Executive Creative Director |
| Daniel Lichtmess |
Razorfish |
Art Director |
| Leonore Von Kalkreuth |
Razorfish |
Art Director |
| Anna Kim |
Razorfish |
Information Architect |
| Thorsten Diegel |
Razorfish |
Technical Director |
| Andreas Schmidl |
|
Creative Director |
| Michael Weber |
|
Account Director |
The Campaign
Today, Branded Entertainment has become a highly sought-after good - and currency. Brands orchestrating the social ecosystem are faced with limitiations and resctrictions on visibility within the media-driven context of social platforms. One key word: edge rank. To face these conditions, together with our client IKEA Germany, we redefined the brand-owned social network with www.hej.de. Power to the people, to the fans - and to the brand.
Results
The brief to relaunch an online forum strategically and creatively evolved into a content-driven consumer network, updated daily. To achieve an editorial yet democratic vibe, company and agency processes were re-defined. Building insight and monitoring systems as well as forming new content and production teams around Germany and Sweden - as well as a contributor's network of authors, bloggers and photographers. A new way of marketing. Real-life documentations and actual results replace mere messaging.
Home stories and interior solutions by IKEA fans for IKEA fans. Hej is a social influencer network that enables users to upload their interior pictures and create articles. A new way of blogging. Using earned, owned and employed media only, the platform was spread first as BETA version for press and bloggers - presented at the IKEA catalogue launch event in Hamburg 2014. Then, in a second phase, the platform CI was widely introduced via merchandise, design posters and direct mailings - as well as a full-page spread within the IKEA catalogue 2015. Co-creating content with interior bloggers and featuring their homes contributed to credibility as well as fast growing registration rates and article uploads.
With www.hej.de, IKEA has built not only a user-gen platform but also the gateaway for social commerce. Fans and bloggers are enabled to tag IKEA products within their home stories and thus create real-life depictions of different looks and styling possibilites. Linked direktly to the e-commerce of IKEA.de, hej article views and blog mentions boost product awareness and sales.