IKEA: Baby Steps

Sailesh Wadhwa

Campaign details

Brand owner: IKEA
Brand: IKEA
Agency: Lowe Malaysia
Country: Malaysia
Channels 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 viral
Media 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 its portfolio of 'green bestsellers'.

A brave mission considering Malaysians, like most Asian consumers, had started becoming practically numb to green and eco marketing brand spiels. In fact, the popular opinion was that 'doing green' was a corporate brand's responsibility, while choosing to 'shop for green' was their own prerogative.