IKEA: Baby Steps
Sailesh Wadhwa
Campaign details
Brand owner: IKEABrand: IKEAAgency: Lowe MalaysiaCountry: MalaysiaChannels used: Email marketing, Events and experiential, Internet - microsites, widgets, Newspapers, Online video, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Social media, Word of mouth and viralMedia budget: 500k - 1 million
Executive summary
In 2011, IKEA, the global leader in creating sustainable home solutions, was looking to get its Malaysian shoppers genuinely interested in embracing a culture of 'everyday green living' without focusing too much on its in-store special promotional offers for...