IKEA Moving Day 2012

This case study describes a social media campaign by Ikea, the home retailer, around 1st July, which is commonly 'moving day' in Montreal, Canada.

IKEA Moving Day 2012

Agency: Leo BurnettClient: IKEA Canada

Section I — Basic information

Business Results Period (Consecutive Months): June 29 - June 30, 2012 (Moving Day Weekend)

Start of Advertising/Communication Effort: June 27, 2012

Base Period as a Benchmark: July 2 - 3, 2011 (Moving Day Weekend)

Section II — Situation analysis

a) Overall assessment

Planning for an even better "move."

Every July 1st weekend a cultural phenomenon happens. The people of Montreal move all at once. They call it Moving Dayand it leads to all kinds of chaos. Despite the...

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