Retail | WARC

Article • Reed Karaim, Event Reports, TMRE, October 2018

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

Campaign Tracking Comes of Age: delivering continuous creative enhancement for Officeworks

Research Paper • MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

IKEA Life at Home Report 2017 International research by C Space

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

IKEA, a furniture retailer, broke three norms when conducting global research to create its Life at Home Report.

How Kravet restyled its business-to-business e-commerce strategy

Article • Mary Connors, Event Reports, B2B Next, September 2018

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

Bolia.com: Never Waste a Good Crisis: Leveraging Financial Chaos as a Growth Catalyst

Case Study • European Association of Communications Agencies, Finalist, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Bolia.com: No One Lives Like You: Shifting the Meaning of Home

Case Study • European Association of Communications Agencies, Bronze, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Mini stores: IKEA's strategy to reach half the world's population

News • 15 October 2018

The first IKEA city-centre “Planning Studio” has opened in London, marking a new approach for the Swedish retailer, famous for its flatpacks and out-of-town warehouse-sized stores.

Turning DFS from a value brand into a brand that people value

Case Study • Aileen Ross, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Bolia.com: Individual Expressionism - leveraging art and fashion to drive growth

Case Study • Lars Samuelsen and Hannah Portner, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

IKEA: The Wonderful Everyday

Case Study • Kieran Bradshaw, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.

Domus Leuchten & Möbel AG: HOUSE PARTY AT THE WEHRLE'S

Case Study • Direct Marketing Association - US, Runner Up, 2018

Domus Leuchten und Möbel AG, a designer furniture store, increased sales at its new store opening in Switzerland by replacing the furniture of three famous brothers with its own and inviting their followers to a house party.

IKEA: Oddly IKEA

Case Study • Direct Marketing Association - US, Gold, 2018

IKEA, a furniture retailer, connected with US college students and cut through the usual clutter of back-to-school marketing to deliver an ad inspired by the phenomenon of autonomous sensory meridian response, a tingling sensation prompted by certain sounds. The campaign garnered 88 million organic impressions.

YouGov Ad of the month - USA: Staples

Opinion • BrandIndex, September 2018

This month, Staples is the brand which has achieved the biggest uplift in its Ad Awareness in the USA.

How Officeworks outsmarted the competition over the back-to-school season

Case Study • The Communications Council, Silver, Australian Effie Awards, 2018

Officeworks, an office supplies store chain, increased sales and brand sentiment in Australia by launching an emotive video campaign that showed parents that shopping at Officeworks was the smart thing to do.

How Officeworks made bigger things happen

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2018

Officeworks, an office supplies retailer, stimulated sales growth in Australia by changing its brand strategy from a value retailer to one that promotes creativity and achieving aspirations.

IKEA: Allen Key by McCann

Gunn Report • Gunn Insights, July 2018

Through a humorous campaign centred around its iconic Allen key, homeware retailer IKEA proved to consumers the true versatility of its living room furniture.

Profit Ability: The business case for advertising - Sector analysis

Article • Ebiquity, 2018

This report pulls together the findings of a study into the short- and long-term effects of advertising, and breaks them down for three specific sectors: FMCG, Retail and Financial Services.

IKEA: Changing perceptions through immersive content

Case Study • Sinead O’Connor, Orlagh Bailey, WARC Awards, Entrant, Effective Content Strategy, 2018

Furniture brand IKEA created a TV lifestyle programme to change perceptions of the brand and drive e-commerce in Ireland.

IKEA's response to Balenciaga

Case Study • Johan Bello, Rebecka Hoffmann, WARC Awards, Entrant, Effective Social Strategy, 2018

IKEA, the housewares retail chain, used social media and PR to share a humorous message and engage with people around the world.

IKEA: This Charges Everything

Case Study • Johan Bello, Rebecka Hoffmann, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Home furnishing brand IKEA produced a reactive campaign, specifically for social media, to sell its wireless charging furniture in Europe, Asia Pacific and North America.

IKEA: Game of Throws

Case Study • SABRE Awards, Gold Sabre Award For Home And Furniture, EMEA, 2018

IKEA, a furniture manufacturer, launched the Game of Throws campaign in the UK to keep IKEA current.

Global launch of the IKEA Place App

Case Study • SABRE Awards, Gold Sabre Award For Product Media Relations (Trade Media), EMEA, 2018

IKEA, the world's largest furniture retailer, launched a global campaign to celebrate the launch of the IKEA Place app.

Williams Sonoma's culture of entrepreneurs

News • 16 May 2018

MADRID: For the US homeware giant, Williams Sonoma, the entrepreneurial spirit is baked in, according to CEO Laura Alber, with the list of the company’s innovations a testament to this.

Williams Sonoma’s culture of transformation

Article • Sam Peña-Taylor, Event Reports, World Retail Congress, April 2018

Williams Sonoma, the US homeware brand, prizes its culture of entrepreneurialism, which stems from the company's historic ability to pursue successful new ideas.

Global launch of the IKEA Place app

Case Study • SABRE Awards, North America, Home & Furniture, 2018

IKEA, a furniture retailer, used PR to develop a global campaign and launch its Place App.