4. Objectives “Many younger
people associated
IKEA with their
Focus groups and parents as well
interviews as the rooms of
illustrated the
Change attitudes public’s
their childhoods.
They were
about the IKEA conception that
choosing other
the IKEA brand
brand was solutions for
unimaginative their own
and boring. homes…” –
Forsman &
Bodenfors
Website
Promote the Allow customers
to identify with
opening of new Gordon
store in Malmö, Gustavvson as
the face of the
Sweden store
General Promotion Getting Facebook
users to
and Exposure of personally
the brand BEYOND promote products
as well as the
Sweden company.
5. Tactics
• Excite consumers with prizes and give-aways they don’t have to work for
“Something
for
Nothing”
• Take advantage of already existing and hugely popular media: Facebook
• Utilize one of Facebook’s simplest and fastest spreading functions: picture tagging
• Posting pictures/links on Facebook profiles and blogs
Keep it • Generating curiosity: Why are all my friends tagged as pieces of furniture?
simple • Immediate News Feed updates
• Originally suggested they target a mature market. The revenue from its mature
market had successfully doubled in less than six years.
Forsman & • Mature Market ad example: http://www.fb.se/#/en/Work/344/486/
Bodenfors
ad agency
6.
7.
8. • The “IKEA – Facebook showroom” video has 283,859 views.
• The Ikea Facebook page has 307,664 Likes
• Fans created www.ikeafans.com website and FB page which now has 1,724 Likes
• 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.
•The campaign was voted “Most
Contagious 2009” by the
international Contagious Magazine
•The campaign won a Titanium Lion
at the Cannes International
Advertising Festival in 2010
•IKEA has since become just as
successful in numerous campaigns
involving social media
May 16, 2011: Cannes awarded
IKEA advertiser of the year
10. Reaching Objectives, cont.
Extremely Cost
Effective
• Facebook changed their terms & conditions after the
campaign ended in order to prevent a repeat of this type
of promotion.
