How IKEA increased its market share by getting emotional

Details how IKEA used emotional marketing in its Where Life Happens campaign to increase market share and brand perception.

IKEA's founder, Ingvar Kamprad, died on Saturday 27 January, leaving behind a strong legacy - not just of flatpack furniture and a revolutionary retail experience - but also some highly memorable, effective marketing from all over the world.

One of its current campaigns in its home market is positioned around the concept of Where Life Happens, a positioning first launched with Åkestam.Holst in September 2016. Its most recent iteration is a print ad in Amelia magazine which invites

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands