IKEA Eftertrada: Style for all

Furniture retailer IKEA used an Instagram campaign featuring elderly real-life models to launch its EFTERTRÄDA streetwear line successfully in Singapore.

Campaign details

Brand: IKEA EftertradaBrand owner: IKEA SingaporeAgency: TBWA\SingaporeMarket: SingaporeSector: Furniture & furnishings retailMedia channels: Social mediaBudget: Up to 500k

Executive summary

Streetwear brands are notorious for exclusivity and...