Title	VICTIMS OF FASHION VICTIMS
Brand	IKEA
Product/Service	-
Category	E08. Community Building & Management
Entrant	WE ARE SOCIAL Milan, ITALY
Idea Creation	WE ARE SOCIAL Milan, ITALY
Idea Creation 2	WE ARE SOCIAL Milan, ITALY
Production	TREES HOME Milan, ITALY

Name	Company	Position
Alessandro Sciarpelletti	We Are Social	Creative Director
Paulo Gonzalez	We Are Social	Associate Creative Director
Daniele Piazza	We Are Social	Creative Production Director
Michele Vicari	We Are Social	Creative Supervisor
Camilla Vanzulli	We Are Social	Creative
Chiara Giannuzzi	We Are Social	Art Director
Giulia De Chirico	We Are Social	Junior Art Director
Gabriele Naia	We Are Social	Editorial Supervisor
Lorenzo Canazza	We Are Social	Writer
Francesca Feller	We Are Social	Group Account Director
Leandro Iorio	We Are Social	Account Manager
Ilenia Vottari	We Are Social	Account Executive
Vanessa Satta	We Are Social	Strategy Supervisor
Anna Maslioukh	We Are Social	Junior Strategist

Background

In order to promote IKEA’s storage and organizing product range, we thought about a target suffering from lack of space every day: fashion victims. But we found out that there are people who suffer even more: their partners.

Describe the strategy

We helped all the Victims of Fashion Victims to regain space thanks to IKEA’s products and expertise. Generally, people addressed to IKEA’s private channels to express their complaints. But through our campaign, we gave Messenger a twist, turning this media into a channel where users engaged with IKEA in a positive way, sharing their personal stories and asking for tips.

Describe the execution

We launched a free helpline from IKEA: a Messenger service that allowed users to report the unfair situations they undergo and to receive support. Day by day, through our social channels we shared solutions to make the most out of every space. We supported the neediest victims of all: fashion bloggers’ partners, helping them to regain space through an IKEA survival kit.

List the results

7,1M IMPRESSIONS 5,6M REACH 89K INTERACTIONS 4,1 VIDEO VIEWS