2021 Social & Influencer

FIFTYFIFTY

TitleFIFTYFIFTY
BrandIKEA
Product/ServiceIKEA
Category D07. Corporate Purpose & Social Responsibility
Entrant EDELMAN UK London, UNITED KINGDOM
Idea Creation EDELMAN UK London, UNITED KINGDOM
PR EDELMAN UK London, UNITED KINGDOM
Production LIVE NATION SWEDEN AB Stockholm, SWEDEN
Production 2 FOREAL Trier, GERMANY
Credits
Name Company Position
Stefan Ronge Edelman EMEA Co-Chief Creative Officer
Mattias Ronge Edelman EMEA Co-Chief Creative Officer
Martin Jon Adolfsson Edelman Creative Director
Sabine Stromsky Edelman Art Director
Oscar Muller Edelman Copywriter
Claire Fraser Edelman Associate Director
Joanna Tatchell Edelman Head of Brand Strategy
Chris Wilcocks Edelman Client Lead and Senior Director
Lucie Hackman Edelman Executive Producer
Stefania Basile Edelman Junior Project Manager
Joel Wilson Edelman Junior Producer
Melody Achi Edelman Associate Director - Digital
Rob Kruszewski Edelman Senior Designer
Emma Zadravetz Edelman Project Director
Rene Pannevis Edelman Editor
Judy John Edelman Global Chief Creative Officer

Why is this work relevant for Social & Influencer?

FiftyFifty is an interactive digital card game, designed for social. Tailored specifically for Instagram stories and promoted by Swedish singer and feminist Zara Larsson, FiftyFifty takes an important subject that usually ends in arguments and turns it in to a fun and accessible game to get couples talking. The campaign became IKEA’s most activated social campaign to date and engaged 522K+ players worldwide, resulting in 916M reach, 514K video views across social and 11.9M social impressions.

Background

IKEA exists to create a better life at home. The Organisation for Economic Co-operation and Development (OECD) found that women do three times more housework than men. Time spent on housework is time that can’t be spent on other things, so addressing this is super important for the progress of gender equality. The work-from-home culture that came with Covid made the problem even worse. BRIEF For International Women’s Day, IKEA wanted a campaign that would help shift inequalities in the home and demonstrate its belief that an equal home is a better home. OBJECTIVES • Create multi-market presence around International Women’s Day activation. • Build equity around IKEAs equality commitments and belief that all homes should be created equally because a better home creates a better life.

Describe the creative idea (30% of vote)

IKEA exists to create a better life at home. The Organisation for Economic Co-operation and Development (OECD) found that women do three times more housework than men. Time spent on housework is time that can’t be spent on other things, so addressing this is super important for the progress of gender equality. The work-from-home culture that came with Covid made the problem even worse. BRIEF For International Women’s Day, IKEA wanted a campaign that would help shift inequalities in the home and demonstrate its belief that an equal home is a better home. OBJECTIVES • Create multi-market presence around International Women’s Day activation. • Build equity around IKEAs equality commitments and belief that all homes should be created equally because a better home creates a better life.

Describe the strategy (20% of vote)

Insight: Covid has impacted roles and responsibilities in the home (women have done disproportionately more, and for some men more time at home has been a moment of awakening to the imbalance). Tension: The gender debate is often divisive. Yet to change things men and women need to be able to come together openly around the issue. Approach: Use 2021 as a reset opportunity - start a conversation within households about how individuals approach life at home and the roles they take on – fostering curiosity, openness and understanding. Audience: designed for millennials re-evaluating how they live together; usable by any household. Using Instagram as primary channel allowed IKEA to create a visual, playful, sharable experience. Research: Strategy informed by Globescan report on gender equality (17 markets, landscape, expert interviews, consumer opinion), IKEA primary research, psychologist interviews.

Describe the execution (20% of vote)

Together with a relationship expert Jennie Miller, we turned psychoanalytical questions into playful conversation starters, inspired by games like Cards Against Humanity and School of Life. Players answered questions like, “What’s your worst home habit” and “Do you do any housework that goes unnoticed?”, from their own perspectives, sparking fun and useful discussions. We used the Instagram Stories interface to feel like a physical card game for a real-life experience. The games was adapted for 25 markets. Now a permanent feature on IKEA’s Instagram Highlights, available globally at any time. To gain earn attention and relevance, FiftyFifty was launched on International Women’s Day together with Swedish pop star and passionate feminist Zara Larsson. Content films of Zara Larsson playing the game with her boyfriend demonstrated the game and attracted attention. Campaign polls and quizzes highlighted the problem and drove Instagram engagement.

List the results (30% of vote)

Reach & Engagement • 916M+ Earned reach • 522,000+ players worldwide • 541K+ video views on social, across global and country retail channels • 11.9M impressions on owned social channels Sentiment • 96% Positive to neutral sentiment Scale • IKEA’s most activated social impact campaign of all time • Activated in 25 countries (out of a possible 31)

Please tell us how the brand purpose inspired the work

IKEA exists to make home better for the many. This brand belief informs everything from their design to how they try to impact their customers’ lives. Women do three times as much housework as men. And the time that women spend on housework is time that they cannot spend doing other things for themselves or their careers. IKEA believe that this should change and that if it did, home would be better for everyone. If homes were more equal, it would help the world become more equal. So, we looked for a way to make homes more equal. But we understood that before people can change, they have to be aware and have understanding. This led us to the idea of FiftyFifty – a card game designed for Instagram that would get couples talking in a positive and open way about the realities of their home life.