’

• 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