IKEA was struggling to resonate with their core market segment, 20 – 35 year old females across the US. They saw IKEA as a brand they trusted and loved, but not a business they thought could furnish their home. They saw IKEA as soliution to fit-out their children’s rooms and a place to purchase accessories.
With one of the lowest average ticket sales across the US. IKEA had to find a way to regain not the trust of this consumer base. But their imagination as to how IKEA could enhance their home and families experiences.
They came up with a campaign that included branded content, ‘Fix This Kitchen’, a kitchen ren- novation show airing nationally on A&E. The content focussed less on product and more on how IKEA could enhance spaces in your home. This coincided with a new brand positon that was pushed out using TV and press ads. The new positions being, spaces in your home “Made by (insert name here), designed by IKEA” to help people imagine how IKEA could bring design experiences into their homes.
The most innovative element of this campaign is an online platform called Share Space. This was a branded online community that asked people to show off their houses and highlight how they have enhanced those spaces using IKEA products. Tap- ping into competitive consumerism and social shop- ping. By providing a social utility they have established a virtual showroom full of real testimonials.
It is often difficult for a brand to provide digital platforms that genuinely encourage sharing and tap into their emotions. IKEA has managed to create both. They have united a community of house proud people that are product endorsers and demonstrating that IKEA is a grown up brand that can truly bring cutting edge design economically to you home.
The most impressive part of this activation is the phenomenal results that the campaign has achieved. Sales grew by 7.2% and sale of room and kitchens rose 9% and 12% respectively. Ticket size increased 6.2% Facebook fans increased by 30% to 354,000 and share space saw 36, 000 unique visitors in the first month a figure set to continue to grow. A great example of a truly integrated campaign in which traditional media, innovative branded content and digital solutions work in harmony to create consumer conversation and demand. Some of the other phenomenal brand communities that have truly tapped into consumer culture in a similar way include:
How do you unite your fans, followers and consumers around a common interest or community value to create endorsement and advocation?
Fix this Kitchen Trailer