VICTIMS OF FASHION VICTIMS
Title | VICTIMS OF FASHION VICTIMS |
Brand | IKEA |
Product/Service | - |
Category |
B10. Use of Social Platforms |
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
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 |
Why is this work relevant for Media?
This work is relevant for Media because it turned IKEA’s social channels into a real helpline, dedicated to a specific target: users addressed to us via Messenger to receive support; we established one-to-one creative conversations, strengthening the relationship with our community and generating value.
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 creative idea/insights
We helped all the Victims of Fashion Victims to regain space thanks to IKEA’s products and expertise.
Describe the strategy
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