Household & domestic

Scaling up a direct-to-consumer brand in 2020: Eve Sleep's CMO Cheryl Calverley

Opinion • Anna Hamill, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

IKEA India: How A Gamified Catalogue Made An Unknown Brand Come Alive

Case Study • Jay Chiat Strategic Excellence Awards, Short, Connection Strategy, 2019

IKEA, a furniture retail company, used virtual reality to transform the car journey to its newly opened store in Hyderabad, to encourage footfall and brand awareness in India.

Purple taps influencer marketing

News • 10 September 2019

Purple, the mattress company, is partnering with a range of influencers that can help it reach people who run their home, thus moving it beyond the broad, irreverent humour that has characterised much of its advertising.

How mattress brand Purple has generated 1.5 billion online video views in three years

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2019

Purple, the mattress brand, has secured more than 1.5 billion views of its online video content by taking an innovative approach to this medium.

Godrej Interio: India Needs to Sleep@10

Case Study • SABRE Awards, South Asia, Marketing to Consumers (Existing Product), 2019

Godrej Interio, a furniture store, changed Indians' attitudes towards having a healthy sleep regime by enlisting celebrities to spread the message, and creating an app that gives insights on sleep regimes.

DTC mattress brand Simba delivered results with a smarter approach to programmatic

Article • Alex Brownsell, Event Reports, Programmatic Pioneers Summit, May 2019

Mattress-in-a-box brand adopted a new approach to dynamic creative to improve the effectiveness of its performance marketing.

Purple shows more DTC ad dollars going into TV

News • 02 July 2019

US direct-to-consumer mattress brand Purple is shifting its media strategy toward building top of mind awareness through TV while scaling up online shopping feeds in a trajectory illustrative of the wider DTC space.

Eve Mattress

Case Study • Design Business Association, Silver, 2019

Eve sleep, a mattress company, increased sales and awareness in the UK by redesigning its packaging and branding to break category conventions with bright colours and ques of being wide awake.

IKEA: Using the power of "chat" to uncover consumer needs around the world

Research Paper • MRS Awards, Finalist, MRS Award for International Research, 2018

IKEA, a furniture retailer, combined all the different survey data streams from test countries Japan, Saudi Arabia and the UK to discover the impact that in-the-moment experience has on future share of wallet.

Royal Auping’s evolution from heritage brand to emotionally articulate expert

Article • Sam Peña-Taylor, Event Reports, Digital Marketing World Forum, September 2018

The mattress category is not immune to disruption as new entrants offer online ease of purchase and consumers demand differentiation.

Man Wah Holdings: MW vs MWR – A battle for reputation

Case Study • SABRE Awards, Gold, Asia-Pacific, 2017

Hong Kong sofa manufacturer Man Wah protected its reputation from a potential short-selling scandal with a crisis PR strategy.

IKEA: The dining club

Case Study • SABRE Awards, Gold, EMEA, Retailers, 2017

Furniture chain IKEA promoted its food, cooking and dining products in the UK with a series of experience events, PR and social media.

Philips: 11.11 and The Art of War - Why mastery of data without good human design will only lead to mediocre results

Case Study • Kahwei Low, WARC Media Awards, Gold, Best Use of Data, 2016

This case study describes how global electrical brand Philips mined data to identify the most profitable spaces on e-commerce platform Tmall to boost sales by 100% on China's Single's Day.

The Hornbach Spring Collection

Case Study • AME Awards, Gold and Silver, 2016

This case study shows how the German home improvement store chain Hornbach engaged its key target audience of DIY enthusiasts through a campaign that reinforced that the brand shared in their passion.

IKEA hej Community

Case Study • AME Awards, Finalist, 2016

This case study shows how Ikea, the homeware brand, engaged with German customers with its IKEA Hej co-creation platform to involve them in every stage of the journey from design to purchase.

IKEA: The Great Sleep

Case Study • AME Awards, Gold and Silver, 2016

This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.

Ocedel: Film - 'Firefly Man' (Japan)

Rankings • WARC Creative 100, 2016

Contains the film creative 'Firefly Man' for Ocedel by the agency Drill in Japan.

IKEA: Welcome to Älmhult

Case Study • Data and Marketing Association, Silver 2015

This case study describes how IKEA, the homeware retailer, increased the frequency of UK visits through its 'FAMILY' card.

A real-life IKEA Pinterest room

Case Study • Birgit Boing, WARC Prize for Connection Strategy, Entrant, 2015

This case study describes how IKEA, a home furniture retailer, ran a consumer competition with Pinterest to raise attention for its catalogue launch in the Netherlands.

Bolia.com: Selling sofas in a financial meltdown

Case Study • European Association of Communications Agencies, Gold, Euro Effies, 2015

The case demonstrates how Bolia.com, a Danish furniture retailer, devised a new brand strategy by creating an aspiring and modern lifestyle brand with international appeal.

IKEA: Enduring everyday thinking

Case Study • Katie Mackay and Kieran Bradshaw, Account Planning Group - (UK), Bronze, Creative Strategy Awards 2015

This case study describes how IKEA, the retailer, changed its brand purpose in the UK through a strategic platform based on consumer insights.

2015 IKEA Bookbook launch

Case Study • Josie Khng, WARC Prize for Asian Strategy, Bronze, 2015

This case study describes how IKEA, the homeware retailer, used a humorous video to reignite Singaporeans interest in its catalogue, resulting in increased buzz and sales uplift.

Casper: How a sleep startup became a cultural phenomenon

Case Study • Jay Chiat Strategic Excellence Awards, Honorable Mention, 2015

This case study describes how Casper, a new mattress brand in the US, took a new approach to mattress selling and generated profit from launch.

IKEA: Inspiration Boxes

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, 2015

This case study describes how IKEA, the home furnishing brand, increased its customer base in Montreal by giving away free moving boxes advertising its storage solution.

Lowe's: Fix in Six

Case Study • Jay Chiat Strategic Excellence Awards, Honorable Mention, 2015

This case study describes how Lowe's, the home improvement retailer, targeted hard-to-engage millennials around the world by creating and distributing how-to videos on Vine.