Campaign details

Brand: IKEA UK
Lead agency: Proximity London

Campaign Overview

How could IKEA cut through the clutter of the Spring retail season to find an audience to engage with?


IKEA decluttered its data before helping people declutter their lives.

Proximity built a bespoke behavioural model identifying consumers with the greatest propensity to need storage.

It could then be highly targeted with tidying tips, while also setting a framework for finding keen consumers in the future.


A series of emails - "Mind Over Clutter" - was created to take people on a step-by-step journey to overcome their decluttering demons.

Messages drip-fed tips, inspirational content and problem-solving products.