IKEA: The Great Sleep

This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.

IKEA: The Great Sleep

At the start of the new fiscal year in late summer 2014, IKEA introduced a new annual topic. Bannered "Where good days start", IKEA encouraged people to give both their bedrooms and their bathrooms the attention they deserve but weren't getting. To raise awareness for its various sleeping solutions, IKEA started asking people about their own sleeping habits in April 2015, pointing out that only products suited to their very individual needs can guarantee a good night's sleep. The campaign was a wake-up call, generating virtually 18 million visitors to the bedroom section pages of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands