Campaign details
Agency: LIDA
IKEA has 5.5 million members in its loyalty club, but not all of them were opted in to receive their emails.
They needed to find a compelling reason for them to sign up, delivered in a hands-on, creative way.
Strategy
When considering how they could build a stronger relationship with IKEA's loyalty members, LIDA spotted a valuable opportunity. They discovered the highest spending segments of members were more valuable to IKEA, by at least £35 a year, if they are opted in to receive both mail and email.
When they looked closer, they found that...