Household & domestic

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

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

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 UK: Working together to bring the wonderful everyday to life

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

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)

Gunn Report • Gunn Creative, 2016

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

IKEA: Welcome to Älmhult

Case Study • Direct Marketing Association - UK, 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.

IKEA Malaysia: BookBook

Case Study • Dragons of Asia, Silver, 2015

This case study describes a campaign for IKEA, the retailer, in Singapore, that humorously spoofed Apple launch videos and achieved social video success.

A.H Beard: Six week sleep challenge

Case Study • Laura Ryan and Alex McIntosh, WARC Prize for Social Strategy, Silver and Special Award for Long-term Idea, 2015

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.

Pureit Water Purifier: Print - 'Rural Purifier' and 'Urban Purifier' (Indonesia)