The document outlines IKEA's campaign to persuade recent college graduates to furnish their first homes with IKEA furniture. The campaign utilizes a 4-step approach including activation on social media and events to increase sales, traffic, and loyalty. The objectives are to increase bedroom/living room sales by 10% and new customer traffic by 2% in May-June through contests, parties, and other engagement on social media and in stores. Data collection and success measures track fans, interactions, attendees and sales.

3. Group 5
College Graduate Campaign

14. Mission
Persuade Americans to furnish their first post-
college home with IKEA
13

15. Objectives
1) Increase bedroom and living room sales by 10%
in May and June
2) Increase new customer traffic of total visitors
from 7% to 9% during May and June
3) Strengthen customer loyalty and keep them
coming back
13

16. Who are we talking to?
College Seniors
14

17. Who are we talking to?
Recent College Grads
14

18. Who are we talking to?
Graduate Students
14

19. What’s important to them?
*From Focus Groups and Survey

20. What’s important to them?
“A job is the biggest concern.”
-Addi
*From Focus Groups and Survey

21. What’s important to them?
“A job is the biggest concern.”
-Addi
“I’m excited to do adult things, but I’m
not getting an adult paycheck yet.”
-Madison
*From Focus Groups and Survey

22. What’s important to them?
“A job is the biggest concern.”
-Addi
“I’m excited to do adult things, but I’m
not getting an adult paycheck yet.”
-Madison
“I’ll be in a new city and will probably
only know one or two people.”
-Jasmine
*From Focus Groups and Survey

23. What’s important to them?
Jobs
Money
Social Life
*From Focus Groups and Survey

24. What your U.S. competitors are saying
Cost
High
Emotion
High
Low
Low
16

25. What your U.S. competitors are saying
Cost
High
Emotion
High
Low
Low
16

26. What your U.S. competitors are saying
Cost
High
Emotion
High
Low
Low
16

27. What your U.S. competitors are saying
Cost
High
Emotion
High
Low
Low
16

28. What your U.S. competitors are saying
Cost
High
Emotion
High
Low
Low
16

29. Our Strategycompetitorsto Action
What your U.S. is a Call are saying
Cost
High
Everyone has something they want to achieve
after college. IKEA can play a role in the lives of
Emotion
High
college grads.
Low
Low
16

31. 4-Step “Make It Happen” Approach
I. Ac&va&on
II. Social Media
III. Events
a. Media Investments
b. Success Measures
IV. Future Plans

32. I. Ac&va&on
Crea&ng the buzz

33. I. Ac&va&on
Crea&ng the buzz
Effective Engaging Active

34. Effec&ve

35. Proper&es
Catalogue
Fanclubs
Fanpage
In‐Store
E‐mail Lists
Effec&ve

36. Proper&es
Catalogue
Fanclubs
Fanpage
In‐Store
E‐mail Lists
Effec&ve

37. Engaging

38. Display Sites
Monster
Careerbuilder
Facebook
Linkedin
Match
NYMag
Time Out
People
Engaging
ESPN
CNN
Seeking to...
!"#$
MAKE __________ HAPPEN
Click here to
nd out how

39. Ac&ve

40. Poten&al Keywords
couch Furniture
Bedroom Set
A Bed for your NYC Apt Apartment
www.ikea.com/makeithappen
Make It Happen. Purchase Now!
Looking For An Affordable Bed?
Living Room
IKEA - Beds - Mattress Finder Bed
IKEA Couches
www.ikea.com/makeithappen Ultimate Style Instantly. Make It Happen. Buy Today! Sofa
Couch
Free Food
Ac&ve
Party Bus
Sweepstakes
College Graduates

41. Instant GRADifica&on Sweepstakes
23

42. Instant GRADifica&on Sweepstakes
Why
Facebook?
18% of online time
is on Social Media
42% of traffic is
our target
Time Spent: 55
minutes
23

43. Instant GRADifica&on Sweepstakes
23

44. Instant GRADifica&on Sweepstakes
Value of a Fan
32% more likely to buy
41% more likely to recommend
*emarketer.com
23

45. II. Social Media
Engaging the Consumer

46. What are they saying about IKEA?
*From Focus Groups and Survey

47. What are they saying about IKEA?
“Simple Style, Semi-cheap, Young”
-Ashley
*From Focus Groups and Survey

48. What are they saying about IKEA?
“Simple Style, Semi-cheap, Young”
-Ashley
“I don’t trust myself to put that thing together.”
-Andrew
*From Focus Groups and Survey

49. What are they saying about IKEA?
“Simple Style, Semi-cheap, Young”
-Ashley
“I don’t trust myself to put that thing together.”
-Andrew
“Getting new furniture should be
exciting, but it’s actually stressful.”
-Geoff
*From Focus Groups and Survey

50. What are they saying about IKEA?
Stylish
Affordable
Too Far Away
Non-Aspirational
*From Focus Groups and Survey

51. The 5 Themes of “Make It Happen”
Free
8 Hours
Chill
Chic
The Trip

52. The 5 Themes of “Make It Happen”
Free
8 Hours
Make Chill Happen
Chic
The Trip

53. The 5 Themes of “Make It Happen”
Theme Insight Objective
Free Small Budget In-Store Traffic
8 Hours Not Enough Sleep Bedroom Sales
Chill Comfort Living Room Sales
Chic Big Dreams Aspirational
The Trip Inconvenient In-Store Traffic
27

54. “Make It Happen” Lives Online

55. Daily Pos&ngs to Drive Consumer Engagement
Contests
Product
Reviews
E-mail
Opt-Ins

56. Daily Pos&ngs to Drive Consumer Engagement
Contests to Achieve Objec&ves
Contests
In-Store
Objectives Traffic
Title Fill-in-the-Blank
Product
Theme Reviews
Free
Insight Need for self‐expression
Submit photo of
Details filled-in
“Make It Happen”
Template
20% off next
Prize purchase
E-mail
Opt-Ins

57. Daily Pos&ngs to Drive Consumer Engagement
Contests
Product
Reviews
E-mail
Opt-Ins

58. Daily Pos&ngs to Drive Consumer Engagement
Virality
Engagement
Data

59. III. Events
Increasing In‐Store Traffic

61. Millennials are drawn to hands-on,
exploratory learning.
*MRI Doublebase 2009 Report
...and it gets them in-store

62. Events Tailored to Each Market
1) Chicago 6) Houston
2) Boston 7) Seattle
3) NYC 8) Washington DC
4) Philadelphia 9) Minneapolis
5) San Francisco 10) Atlanta
11) Los Angeles

63. 32

64. Make “THE TRIP” Happen
What Party Busses and Party Boats
Where Chicago (IKEA Bolingbrook)
Boston (IKEA Stoughton)
NYC (IKEA Brooklyn)
Why To drive in-store traffic
Social Media Mentions
Takeaway Association of Brand with Fun
32

66. Make “8 Hours” Happen
What Free Breakfast and Pillow
Where Philadelphia (IKEA South Philadelphia)
San Francisco (IKEA Emeryville)
Houston (IKEA Houston)
Why To drive in-store traffic and increase
bedroom sales.
Takeaway SMS information

68. Make “Chill” Happen
What In-Store Party with food bloggers, food, and cocktails
Where Seattle (IKEA Renton)
Minneapolis (IKEA Twin Cities)
Washington DC (IKEA College Park)
Atlanta (IKEA Atlanta)
Why To drive in-store traffic, increase living room sales, and make IKEA
aspirational.
Social media mentions
Takeaway SMS information collected through drawing entry.

70. Make “Chic” Happen
What Showroom competition amongst popular design bloggers
Where San Francisco (IKEA Emeryville)
NYC (IKEA Brooklyn)
Washington DC (IKEA College Park)
Chicago (IKEA Bolingbrook)
Why To drive in-store traffic, increase bedroom sales, and make IKEA
aspirational.
Takeaway PR mentions
Social media mentions

72. Make “Change” Happen
What Mattress Drive
Where San Francisco (IKEA Emeryville)
Boston (IKEA Stoughton)
NYC (IKEA Brooklyn)
Los Angeles (IKEA Burbank)
Why To promote social responsibility, and to increase bedroom sales
PR mentions
Takeaway Social media mentions
E-mail database

73. Media Spend

74. Media Spend

75. Media Spend
Paid Search and
Display $1,000,000
Instant GRADification $500,000
Social Media Staffing $150,000
Social Media
Contests $440,000
Events $904,000
Public Relations $20,000

76. Media Spend
Paid Search and
Display $1,000,000
Activation $1,500,000
Instant GRADification $500,000
Social Media Staffing $150,000
Social Media
Social Media $590,000
Contests $440,000
Events $904,000
Events $924,000
Public Relations $20,000
Total $2,974,000

77. Success Measures

78. Collec&ng Data at Every Stage

79. Collec&ng Data at Every Stage
Activation - Quantitative

80. Collec&ng Data at Every Stage
Social - Quantitative and Qualitative

81. Collec&ng Data at Every Stage
Social - Quantitative and Qualitative

82. Collec&ng Data at Every Stage
Events - PR Mentions and Attendees

83. Collec&ng Data at Every Stage
Events - PR Mentions and Attendees

84. Key Performance Indicators
Activation
Fans Now: 100,000+
Fans After: 1,000,000
*Based on the Kohl’s, Pink, and H&M Pages

85. Key Performance Indicators
Social
Interactions: 50 per post
Total: 3000
*Based on the Kohl’s, Pink, and H&M Pages

86. Key Performance Indicators
Events
Total Attendees: 6000+
New Traffic: +9%
*Based on the Kohl’s, Pink, and H&M Pages

87. Key Performance Indicators
Events
Total Attendees: 6000+
Sales: +10% in BR/LR
*Based on the Kohl’s, Pink, and H&M Pages

88. IV. Future Plans
Building Loyalty to Brand

90. MADE IT
HAPPEN
Facebook E-mail Text
Community Database Database

91. 1) Created Buzz
2) Engaged
Consumers
3) Increased
Traffic and Sales
4) Kept them
coming back
44

92. 3 Things to Remember
1) Created Buzz
1) Engaged
Consumers
2) Engaged
Consumers
3) Increased
Traffic and Sales
4) Kept them
coming back
44

93. 3 Things to Remember
1) Created Buzz
1) Engaged
Consumers
2) Engaged
2) Increased
Consumers
Traffic and Sales
3) Increased
Traffic and Sales
4) Kept them
coming back
44

94. 3 Things to Remember
1) Created Buzz
1) Engaged
Consumers
2) Engaged
2) Increased
Consumers
Traffic and Sales
3) Increased
3) Keep them
Traffic and Sales
coming back
4) Kept them
coming back
44

95. 45