| Title | IKEA RESPONSES |
| Brand | IKEA |
| Product/Service | IKEA |
| Category |
I04. Social Behaviour & Cultural Insight |
|
Entrant
|
ACNE Stockholm, SWEDEN
|
|
Idea Creation
|
ACNE Stockholm, SWEDEN
|
|
PR
|
ACNE Stockholm, SWEDEN
|
|
Production
|
ACNE Stockholm, SWEDEN
|
Credits
| Johan Bello |
ACNE |
Executive Creative Director |
| Tiago Pinho |
ACNE |
Senior Creative |
| Isaac Bonnier |
ACNE |
Art Director |
| Joel Lindblad |
ACNE |
Copywriter |
| Lovisa Friman Bendz |
ACNE |
COO |
| Anders Kylberg |
ACNE |
Photographer |
| Morten Kjaer |
IKEA Creative Hub |
Creative Director |
| Louice Alvarson |
IKEA Creative Hub |
Assignment Leader |
Background
IKEA is a democratic company. This also applies to their design philosophy - that the company calls democratic design. A philosophy of enabling function, quality and design at a reasonable price. We wanted more people to be aware of this.
Describe the strategy
A part of our strategy was to mimic popular online humor formats that came to be with a new internet generation. We made use of its unique tone of voice and visual style. This made our posts a natural extension and fit in our customer's feed and made each post easy to share. Each post also highlighted IKEA's democratic values. The communication was also "democratic" in itself – where we made use of new formats in order to talk to our target group in their own preferred language.
To track each subject and judge the buzz surrounding it we made use of social media monitoring tools – as well as some gut feeling. Some subjects were just impossible to miss.
Describe the execution
As we nailed down a subject, determining if it was relevant enough, we moved into production. We created an idea, produced the visuals and the copy and rolled it out globally. The posts were spread organically thanks to being relevant and on time – adding a point of view to happenings in the world.
List the results
Earned media:> $9 200 00
Impressions: 1.04 billion
Interactions: 3.02 million
Mentions: 83K
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
In order to get more people to understand what democratic design entails, we began to hijack ongoing events and discussions online. With inspiration from internet humor, we identified trends and talked to our customers in their internet-based languages. In this way, relevance was created independently of purchased media.