IKEA: The dining club

Furniture chain IKEA promoted its food, cooking and dining products in the UK with a series of experience events, PR and social media.

Campaign details

Advertiser: IkeaBrand: IkeaAgency: Hope & GloryCountry: United Kingdom

In Brief

We created the world's first DIY Restaurant experience, in which IKEA's approach (having customers assembling its products) was applied to food at "The Dining Club by IKEA".

The campaign delivered over 340 pieces of UK coverage – and over 300 more outside the UK. We reached over 91% of our target audience through editorial media 6.7 times during the month-long campaign. Furthermore, we delivered social reach in excess of 20 million and over 35 million impressions across channels.

Most important, over...

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