IKEA: Throwing in a towel

Home furnishing brand IKEA launched its social-first "IKEA Throws in a Towel" campaign to reach Gen Z and recruit a new generation to the brand.

In brief

A campaign turned around in about eight working hours we created IKEA UK's most successful ever post.

There were 49,900 engagements, it was saved over 3,000 times and it reached over 655,000 unique users on the platform.

We delivered 60,000 posts across social channels reaching over 40 million unique users with over 5.7 million engagements. We prompted 1,000 pieces of editorial coverage reaching 900 million people with those editorial articles being shared over 2,000 times.

Research discovered that 57% of our GenZ UK consumer audience saw the campaign and 87% said it improved their impression of the brand....

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