Digital Strategy for IKEA (The final project for New Media Drivers License at Michigan State University).

1. New Media Drivers License
By. Qiang Zhang

2. Introduction
• Founded in Sweden in 1943
• World's largest furniture retailer
• 298 stores in 26 countries
• Functional ready-to-assemble
furniture, appliances, and home
accessories

3. “To offer a wide range of home furnishings with good design and function at
prices so low that as many people as possible will be able to afford them.”
Target
Audience
• Price preference
• Without specific demographic feature
• Common interest : home furnishing and DIY

4. Digital Strategy Objective
Seamlessly integrate online media touch points in order to drive sale.
Add a brand new function to its original mobile app, and establish a longer-term
social platform to engage more consumers.

5. Big idea
“Why IKEA?” : Visualize & Share
Visualizing your home that furnished by IKEA products
via new AR app and share them.

6. IKEA Augmented Reality App
http://www.youtube.com/watch?v=vDNzTasuYEw

7. Social
Media

8. Visualize
IKEA Mobile App with AR Function
Share
Via all kinds of social media
Reach more potential customers
Feedback
Database

9. Media Budget
$11,000,000

10. References
http://www.ikea.com
/us/en/
http://en.wikipedia.o
rg/wiki/IKEA
http://www.youtube.
com/watch?v=vDNz
TasuYEw
http://www.redbook
s.com/