| Title | RRRRRRR |
| Brand | IKEA |
| Product/Service | LURVIG |
| Category |
E03. Innovative Use of Social or Community |
|
Entrant
|
THE SMARTS Sofia, BULGARIA
|
|
Idea Creation
|
THE SMARTS Sofia, BULGARIA
|
|
Production
|
THE SMARTS Sofia, BULGARIA
|
Credits
| Georgi Zlatkov |
The Smarts |
Creative Director |
| Doroteya Slavcheva |
The Smarts |
Copywriter |
| Stoyko Kavaldzhiev |
The Smarts |
Copywriter |
| Lusina Terziyan |
The Smarts |
Graphic Designer |
Background
IKEA was about to release a new pet furniture collection - LURVIG. We had to promote the new collection on Facebook and Instagram and provoke people to click on the link of the collection in IKEA's website. The problem - there was no additional budget for this campaign except the usual 40 EUR that IKEA pay for promoting a post in Facebook.
Describe the strategy
We decided to attract the audience by a post that looks like a stupid mistake.
Describe the execution
On IKEA's official Facebook page we posted one stupid "rrrrRRRrrrRR". People accepted it as a big mistake and started sharing it and asking IKEA "what's wrong with you?". IKEA started answering on all questions but only with "rrrrRRRrrr". For 48 hours IKEA was only "rrrrRRR-ing" on every comment and reply in Facebook and Instagram. Until we revealed the truth - IKEA was purring from pleasure because the new pet collection is here.
List the results
With just 40 EUR for promoting one single Facebook post: 3 times more people (than usual) clicked the link of the pet collection.