ikea social media campaign
Post on 12-Nov-2014
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• http://www.youtube.com/watch?v=0TYy_3786bo&f
eature=player_detailpage#t=17s
ObjectivesChange attitudes about the IKEA
brand
Focus groups and interviews
illustrated the public’s
conception that the IKEA brand
was unimaginative
and boring.
“Many younger people associated IKEA with their parents as well as the rooms of
their childhoods. They were
choosing other solutions for
their own homes…” –Forsman & BodenforsWebsite
Promote the opening of new store in Malmö,
Sweden
Allow customers to identify with
Gordon Gustavvson as the face of the
store
General Promotion and Exposure of
the brand BEYOND Sweden
Getting Facebookusers to
personally promote products
as well as the company.
Tactics“Something
for
Nothing”
• Excite consumers with prizes and give-aways they don’t have to work for
Keep it
simple
• 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
• Generating curiosity: Why are all my friends tagged as pieces of furniture?
• Immediate News Feed updates
Forsman &
Bodenfors
ad agency
• Originally suggested they target a mature market. The revenue from its mature market had successfully doubled in less than six years.
• Mature Market ad example: http://www.fb.se/#/en/Work/344/486/
• 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 mediaMay 16, 2011: Cannes awarded IKEA advertiser of the year
Reaching Objectives
Reaching Objectives, cont.
• Facebook changed their terms & conditions after the campaign ended in order to prevent a repeat of this type of promotion.
Extremely Cost
Effective
THE
END
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