VICTIMS OF FASHION VICTIMS

ClientIKEA
Category E08. Community Building & Management
TitleVICTIMS OF FASHION VICTIMS
Product/Service-
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
Credits
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