In Brief
Humanising the circular economy for IKEA using "pre-loved labels" had a massive impact on their brand.
In all, we delivered over 650 pieces of coverage globally, 75% across key UK titles, with the campaign reaching 27 million consumers in the UK with a frequency of 2.5.
Post-campaign research showed that, amongst IKEA's target audience of existing and lapsed customers, positive perceptions of IKEA's environmental credentials increased six percentage points; perceptions of "quality" rose five percentage points while overall "brand favourability" rose six points.
Objectives
We needed to support IKEA's long-term, global environmental commitment to inspiring and enabling consumers...