Social Media - AR Analysis on IKEA Catalogue AR Marketing Campaign

1. IKEA Catalogue
Christina Sagarino, Kristen Bania
Terri Polli & Nicole Viselli

2. What is IKEA Catalogue?

3. IKEA Catalogue
Ikea Catalogue allows users to scan the ‘+’ located in the catalogue that they
have received in the mail
Once you’ve scanned the ‘+’ it allows you to show the room you are in in
your house and apply the furniture from that page to the room that you
are in
Allows users to see how the furniture looks before they buy it, in real-time

4. Passive & Active AR Ingredients
Target: Home Owners
Digital Content: The App itself on smart phone or tablet.
Background: Other furniture not involved in digital experience. Ex. Your lamp,
couch,etc.
Bystander: Family members not using the app
User: The customer on the app

5. Basic Design Decisions:
Goals: Make people’s lives a lot easier
Example: People always want to impeove the look of their homes,
Ikea is making it easier for people to do so by putting up videos on how to put
these items together instead of using the directions that are sent in the box
with just pictures.
Trigger:To improve people’s everyday lives
Example: From the application, you can see your room come to life
before you buy it.

6. Basic Design Decisions
Content Distribution/ Context Intigration:
1.Use humor(integrated apple products into their videos)
2.Free inspiration (pictures of rooms being together/ set up/ get ideas)
3.Social plan(different campaigns) For example: Russian Instagram
campaign- released new collection in way that was never seen before
4.Take advantage of hashtags (methods of engagement #) Example:
#picoftheday- helpful tips on how to decorate your homes each day
5.Cross promote(when Ikea releases new products it is shared on all social
media sites)

7. Consumer Engagement
This marketing campaign offers user-brand consumer engagement
It allows the users to connect with the different pieces of furniture and see
how they would look when placed in a specific room in your house
How-to films

8. Improving the AR Campaign
Allow users to take pictures of all rooms and design the rooms with the
furniture, rather than all of it being in real-time
Apply the ‘plus’ sign scanning to be online and not just in the catalogue
that’s received in the mail
Many people don’t look at actual catalogues anymore but people are always
on the internet and going on IKEA’s website to search for furniture and
decor