Ikea's campaigns are always a reference point. The latest ones have opted to raise awareness. They have supported homosexuality, new family models, parents spending more time with their children and even dared to take on homework.
However, with #MomentoSalon , Ikea is aggressively launching a new customer model . The company wants to modify the consumer profile of its brand and extend it to more “select” audiences.
The keys:
The message is very well achieved and there is little confusion: it doesn't matter if your house is decorated in the Louis XV style or if you have decorated it with fabrics you brought back from India. Whatever your style, you can find a piece of furniture at Ikea .
Why the living room? Before embarking on armenia telegram phone numbers campaign, they conducted a study that, among other statistics, made it clear that 58% of Spaniards believe that the living room is the most important place in the home.
It is a clear commitment to Integrated Marketing, a very global commitment.
Several unison spots , which are doing their thing on YouTube. They are two groups of 3 pieces each and they are going viral on YouTube. Created by McCann.
#HotelIkea: The offline part has been brutal . They have decorated 8 rooms each with a different theme in a building in Madrid. (Princesa, 66). It has been opened to the public. The inauguration was a big success and has had a huge impact on social networks.
Lead capture : They also gave people the opportunity to register and reserve these rooms privately for a few hours.
Influencers : Of course, they called on all the possible influencers. Youtuber Verdeliss , famous for showing her family life with 6 children included, was chosen to inaugurate the “Conmigo mismo” salon. She took the opportunity to go with her whole family and do a “little yoga session” together.
Viral : These lounges are taking Facebook and Instagram by storm. The 360-degree photos of the #HotelIkea lounges are being shared a lot.
#RedCupArt: Starbucks customers design their cups
Starbucks' red cups are a Christmas classic. Last Christmas, the company asked its customers to design their own Christmas cups. They had already tried the experience with their white cups, but the red ones were a challenge. They dared and launched this campaign that confirms Starbucks as one of the great #Lovemarks in the market.