IKEA BLANKET FORTS

TitleIKEA BLANKET FORTS
BrandIKEA
Product/ServiceIKEA GOODS & HOME FURNISHING SOLUTIONS
Category G04. Social Behaviour
Entrant INSTINCT Moscow, RUSSIA
Idea Creation INSTINCT Moscow, RUSSIA
Media Placement INSTINCT Moscow, RUSSIA
PR INSTINCT Moscow, RUSSIA
Production INSTINCT Moscow, RUSSIA
Credits
Name Company Position
Agency: Roman & Yaroslav / Antonina & Evgeny / Elena / Marina / Irina / Anna. Client: Inna / Anna / Olya / Yulia Agency: Firainer & Orlov / Pirogova & Golovan / Kravchenko / Vershinina / Gornova / Za Agency: Instinct / Instinct / Instinct / Instinct / Instinct / Instinct. Client: IKEA Russia / IKEA Russia / IKEA Russia / IKEA Russia Agency: Creative Directors / Associate Creative Directors / Creative Designer / Client Service Director / Group Account Director / Strategic Planning Director. Client: Marketing Manager / Marketing Co

Why is this work relevant for Media?

2020 year, COVID-19. A lot of pressure especially on parents. Parents are running out of ideas to keep kids entertained within four walls. And IKEA decided to run a unique project ‘IKEA Blanket Forts’ with zero budget and have only one post in IKEA social media. Target audience: parents of school-age kids, those who had to stay with their kids 24/7 at home. As a result, we reach over1.6 million people, 144 user’s photos with at-home forts implementations just in 4 days since the start of the campaign and millions ‘Thank you’ from parents.

Background

Background: Self-isolation during COVID-19 and quarantine put a lot of pressure on parents pto be teacher, disciplinarian, friend, and everything else. Parents were running out of ideas to keep kids entertained within four walls. Brief: Suggest easy, affordable and creative ways to help change-up playtime for many families staying within four walls during the lock down. Objectives: Inspire as many people as possible with the idea how to spend more quality time with the little ones and have fun with what one already has, create word-of-mouth and stimulate “the movement”.

Describe the creative idea / insights (30% of vote)

Data gathering: According to the consumer research data, nostalgia was very definitely in the air during the lock down, as people stayed at home and reminisced about different times. When the world outside is a dumpster fire, what’s better than making a big fort in your house and hunkering down for the day as many of today’s parents did in their childhood looking for feeling comfort and safe. As a response to the situation, IKEA released the unique project ‘IKEA Blanket Forts’ – six illustrated instruction manuals on Instagram for building a series of at-home forts using some of its most popular offerings like tables, chairs, couches, blanket, pillows and more. Each at-home fort design mimicked the visual guides of a traditional IKEA black and white instruction manual showing a list of items one'll need to create the fort, as well as a drawing of the final result. #IaminIKEAhouse

Describe the strategy (20% of vote)

Target audience: parents of school-age kids, those who had to stay with their kids 24/7 at home. As the situation was difficult, self-isolation during COVID-19 and quarantine. People should stay in their flats and villages. IKEA decided to suggest easy, affordable and creative ways to help change-up playtime for many families staying within four walls during the lock down. This campaign was not planning in the standard media mix. We could not made standard prints or OOH, video commercial, because of the isolation, our main channel became IKEA social networks, where we could talk and communicate with the people directly. Only 1 post with six at-home fort ideas (castle, fortress, wigwam, house, cave, and camping tent) have been placed in IKEA social media.

Describe the execution (20% of vote)

Implementation: Each at-home fort design mimicked the visual guides of a traditional IKEA black and white instruction manual showing a list of items one'll need to create the fort, as well as a drawing of the final result. Timeline: 1 post in IKEA social media, 6 weeks. Media channels: IKEA social media channels, main Instagram. Scale: National

List the results (30% of vote)

• Reach: 1.6 million people; • Engagement: 144 user’s photos with at-home forts implementations just in 4 days since the start of the campaign, thousands of photos till the end of it from all around the world; • Sales: not applicable as the objective of the campaign was to entertain and emotionally support IKEA lovers who have been locked at their homes during quarantine; • Achievement against business targets: with zero budget for production and media placement we have received +139% in reach, +391% in interactions enormous response from consumers with their photos, local and international media mentions of IKEA campaign (150 publications), Media OTS was 1 230 858 748.

Please tell us about the social behaviour that inspired the work

According to the consumer research data, nostalgia was very definitely in the air during the lock down, as people stayed at home and reminisced about different times. When the world outside is a dumpster fire, what’s better than making a big fort in your house and hunkering down for the day as many of today’s parents did in their childhood looking for feeling comfort and safe. As a response to the situation, IKEA released six illustrated instruction manuals on Instagram for building a series of at-home forts using some of its most popular offerings like tables, chairs, couches, blankets, comforters, pillows, hangers, string lights and more. Each at-home fort design mimicked the visual guides of a traditional Ikea black and white instruction manual showing a list of items one'll need to create the fort, as well as a drawing of the final result.