Pr ikea

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  • Strategy: keep it simple. Make it easy for consumers to become aware of and participate in the campaign.Profile vs. Fan Page: more activity shows up on news feed. Feels more personal.
  • Pr ikea

    1. 1. ’<br />s<br />Facebook Showroom Campaign<br />Allie Hansen<br />
    2. 2. Promotional Video<br />http://www.youtube.com/watch?v=0TYy_3786bo&feature=player_detailpage#t=17s<br />
    3. 3. Autumn of 2009: Created a Facebook account for Gordon Gustavsson, manager of Malmo, Sweden’s new IKEA store.<br />Uploaded 12 pictures of showrooms over a 2 week period.<br />Allow Facebook friends to tag themselves in showroom pictures. First to tag him/herself as an item in the room won that item.<br />
    4. 4. Objectives<br />
    5. 5. Tactics<br />
    6. 6.
    7. 7. S O C I A L<br />MEDIA<br />
    8. 8. Successes<br />The “IKEA – Facebook showroom” video has 283,859 views.<br />The IkeaFacebook page has 307,664 Likes<br />Fans created www.ikeafans.com website and FB page which now has 1,724 Likes<br />Weakness: friend requests must be accepted… Gordon’s profile is deactivated now, and there is no report of how many friends he had upon its termination but I saw screenshot of 1,383.<br /><ul><li>The campaign was voted “Most Contagious 2009” by the international Contagious Magazine
    9. 9. The campaign won a Titanium Lion at the Cannes International Advertising Festival in 2010
    10. 10. IKEA has since become just as successful in numerous campaigns involving social media</li></ul> May 16, 2011: Cannes awarded IKEA advertiser of the year<br />
    11. 11. Reaching Objectives<br />Campaign quickly went viral: In just minutes each picture reached the maximum of 30 tags<br /><ul><li>Mature markets on Facebook participated and were able to see the fun, creative side of the IKEA brand
    12. 12. In the first week of its release, the “IKEA - Facebook showroom” video, promoting the new store and more, had over 37,000 views
    13. 13. The promotion reached thousands of thousands of Facebook members, Tweeters and bloggers around the globe (not just in Sweden)</li></li></ul><li>Reaching Objectives, cont.<br />Extremely Cost Effective<br /><ul><li>Facebook changed their terms & conditions after the campaign ended in order to prevent a repeat of this type of promotion.</li></li></ul><li>THE<br />END<br />

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