1 / 17

IKEA Case Study

IKEA Case Study. The Embrace Change Campaign. Company Background. Began in Sweden over 70 yrs ago Focus: Functionality, affordability, quality,& design Products for everyone IKEA stores have numerous models of real rooms that people can have genuine living experience in.

shad-pace
Download Presentation

IKEA Case Study

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. IKEA Case Study The Embrace Change Campaign

  2. Company Background • Began in Sweden over 70 yrs ago • Focus: • Functionality, affordability, quality,& design • Products for everyone • IKEA stores have numerous models of real rooms that people can have genuine living experience in. • 500 Days of Summer clip

  3. Embrace Change Campaign • Campaign created by Deutsch NY • MWW Group Consumer Lifestyle Marketing Team • Promoted campaign internationally • campaign overview

  4. Campaign Objectives • IKEA renovated its stores in D.C. area • The campaign was created in order to share upgrades with the community • Goal: to increase traffic in local IKEA stores in College Park, MD and Woodbridge, VA • KPIs: • Increase sales at local D.C. IKEA stores • Online brand engagement

  5. Campaign Objectives • IKEA shows that their products are for everyone – even the president. • Used outdoor advertising and interactive website to create buzz in the community. • Drive consumers to choose IKEA when furnishing their homes.

  6. Target Market • D.C. Area • College Park, MD • Woodbridge, VA • Generation X (Millennials) • Young adults • College students and recent graduates • Lower Income individuals • People buying furniture for their new/first homes • Ethnic Market • Large global presence

  7. Consumer Insights • Target looking for inexpensive furniture • Target willing to do a little extra work for the lower prices. • Great Timing – President Obama’s election and Inauguration • Great way to produce buzz • Obama fits IKEA • Change and fiscal responsibility

  8. Positioning • Fiscally responsible home furniture • Embrace change • More beautiful homes and functional furniture for less money

  9. Big Idea • Slogan: • “Embrace Change ’09” • Referring to Obama’s slogan and playing on the idea of changing up your future. • Main Idea: • IKEA used the election to their advantage by attracting people to “change” in their personal lives. • This idea of “change” correlated with Obamas campaign at the time.

  10. Marketing Communication Mix • A majority of the campaign was out of home advertising

  11. Out of Home • Largest and most unique part of the campaign • A replica of the Oval Office in Union Station that showed thousands of visitors how IKEA would furnish the most important room in the world. • People passing could walk in to test out the IKEA furniture • Bright Billboards and signs • Similar look to political candidate signs that are popular during elections.

  12. IKEA also had a motorcade of vans and a limo, resembling what the president would drive around in, drive around D.C. with IKEA boxes strapped to the hood

  13. Website • www.embracechange09.com • People could design their own virtual Oval Office and send their submissions to the White House. • The top 3 designs were chosen and the winners received a $1500 gift card to IKEA.

  14. Campaign Outcomes • Website accumulated more than 222,000 unique site visitors • Almost 4,000 people participated in the housing design competition featured on the website. • Over 60 minutes broadcast coverage • More than 400 media placements • Overall  campaign created more than 500,000,000 impressions

  15. KPIs • IKEA said that they saw a major increase in sales in the D.C. area. • Increased online brand awareness by creating a website where they could track site visitors of the campaign • Resulting in over 200,000 visitors

  16. Conclusion • Considered most successful campaign in IKEA’s history • Why? • Embrace Change Campaign + Presidential election • IKEA saw and seized the opportunity to implement a campaign that not only reflected the current popular culture, but augmented their own mission of offering “fiscally responsible home furnishings” to consumers. • The connection of the two was a success that reflected in their website statistics, coverage acquisition, and overall impressions.

More Related