| Title | IKEA REACTIVE |
| Brand | IKEA |
| Product/Service | FURNITURE |
| Category |
C04. Real-time Response |
|
Entrant
|
IKEA Almhult, SWEDEN
|
|
Idea Creation
|
ACNE Stockholm, SWEDEN
|
Credits
| ACNE Collective |
ACNE |
ACNE |
Why is this work relevant for Direct?
IKEA's real-time response posts have paved the way brands communicate on social media. With its ultra-fast production time it can stay relevant in the fast-paced communication landscape. It has lead to a high engagement and has reached out to IKEA's target group in their own channels and talked to them in their own preferred language.
Background
The project's purpose was from the very start to communicate IKEA’s vision – that design function and quality should be for the many, not for a few. We wanted to do this in a creative way that would fit modern life and stay relevant in a world where we spend immense amounts of time online.
With a number of posts that reacted to various headlines and phenomena – always with our core values in mind – we engaged with people in their own preferred language and on their own preferred platforms in a natural way.
Describe the creative idea
We saw an opportunity in reacting to ongoing news and happenings that created buzz on social media. An opportunity to quickly take part in discussions that were gaining momentum online and adding on a point-of-view of the subject that was unique to our brand and that would show the online community what we believe in.
Describe the strategy
From a strategical point of view our target audience are the people involved in the discussion in various media. The aim is to naturally extend an already organic discussion with social posts. Overall objective is to engage the many people with the product and increase sales globally as well as getting global reach and buzz around the brand.
Describe the execution
The most unique aspects of our process is undeniably speed. The short timeframes puts high demand on both parts abilities to make fast decisions and stick to them. It puts high demand on creatives to stay true to the brand’s vision in the face of stress and work tightly together with creative direction and client. It puts high demand on production, since proper finish is one of our key decisions – we want to end up with a visual that feel ambitious and not rushed or opportunistic.
List the results
Reach - 1,09 billion
Earned Media - 12,3 million
Impressions - 18 million
Engagement - 2,4 millions