Ikea: Better Kitchen, Better Life

Nico Wu, Suzzane Zhang

IKEA, a consumer services brand, launched a campaign in China to improve commercial sales volume and the turnover of the IKEA system kitchen, motivate intention, increase consumer reservations and drive impressions.

Campaign details

Brand: IKEA Brand owner: IKEA Entrant company: MRM//McCannIdea creation: MRM McCann Shanghai Market: Greater China Sector: Furniture & furnishings retail Media channels: Social media, Point-of-purchase, In-store, Sales promotion Budget: No budget

Executive summary

Under the limited budget, IKEA created a series of short videos of “Better kitchen, Better life”. It smartly used the own social media matrix, with 50 million fans, and the large screens of 32 stores, aiming for IKEA’s existing consumers’ conversion without any extra media investment.

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