IKEA: Lupe

IKEA, a home furnishings retailer, launched a campaign in Mexico to raise awareness of the new store opening and connect Mexicans to the brand.

Two years after the Swedish brand IKEA announced its arrival to Mexico and 6 months since its e-commerce launch, we were tasked with the challenge of opening the first IKEA store in Mexico and Latin America. The goal? Connecting Mexicans to the IKEA brand.

We also had to deal with the frustration of launching a long-expected brand amidst the limitations of a global pandemic.

Through our social listening analysis, we spotted a meme going viral, posted by one of Mexico's most popular social media humor accounts, featuring a pair of stuffed orangutans engaging in hilarious conversations.

Despite all the fun,...

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