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The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

IKEA: Black Friday (Re)sale

Rankings • WARC Creative 100, 2021

IKEA fought overconsumption in Denmark by demonstrating that its furniture could be reused.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

IKEA: Apartmenteka

Rankings • WARC Effective 100, 2021

IKEA, a furniture brand, launched a free, online library of interior designs for people living in public housing in Russia to give them more comfort in their living space.

IKEA: Silence the Critics

Rankings • WARC Creative 100, 2021

IKEA, the furniture retailer, made waves in the UK by silencing the home shaming critics.

IKEA: ThisAbles

Rankings • WARC Creative 100, 2021

IKEA, the furniture retailer, created a range of free add-ons to make existing IKEA products usable for people with disabilities in Israel.

How live chat pays off for Heal’s

News • 16 February 2021

The decision of furniture retailer Heal’s to invest in a live chat function was based primarily on improving the customer experience rather than any explicit commercial expectations, but it has proved hugely successful in generating leads and driving

How Heal’s sees personalisation (it’s not about a single customer view)

Article • Brian Carruthers, Event Reports, Retail Week's Accelerating Ecommerce Week, February, 2021

Furniture retailer Heal’s offers some advice on personalisation and how to choose your tech.

Competitor strategies in home and garden

Article • Euromonitor Strategy Briefings, January 2021

Competitor strategies in home and garden, including consolidation through a crisis, green credentials and e-commerce acceleration.

A tale of two retailers

News • 04 November 2020

Neither furniture retailer IKEA nor fashion retailer Primark expect the second round of lockdowns spreading across Europe to have nearly as much impact as the first, but where the former is building its online capacity, the latter is not.

IKEA: #SWEXICO

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

IKEA, a furniture and home accessories retailer, launched its first store in Mexico by creating a digital experience that showed Mexicans the similarities between Mexico and Sweden.

Cotswold Co.: A leap beyond optimisation

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Cotswold Co, a furniture company, launched a TV campaign in the UK that promoted a new line of furniture which showed its products last longer than that of competitors.

IKEA: Building the Home Furnishing movement in India

Case Study • Aparna Narayanan, WARC Prize for Asian Strategy, Entrant, 2020

IKEA India ran a TV and digital campaign in Hyderabad and Mumbai, during the Covid-19 lockdown, to grow TOM and brand love to drive trials, sales and long-term growth.

IKEA Taiwan: 100 Dollar Store

Case Study • Claire Kao, WARC Prize for Asian Strategy, Entrant, 2020

Furniture retailer IKEA created a pop-up store in a night market to showcase its affordability to consumers in Taiwan.

IKEA’s Gianluca Toccafondi: “investing for growth has never been more important”

Opinion • Chiara Manco, August 2020

Gianluca Toccafondi, Global Integrated Media Manager at IKEA Retail (Ingka Group), will be judging the Effective Channel Integration category of the 2020 WARC Media Awards. Here, he talks to Chiara Manco about the impact of lockdowns on media strategy, the evolution of the media landscape and the ever-important need to balance long- and short-term efforts.

Influencer endorsements fail to influence purchase decisions

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2020

An overview of purchase drivers and planned purchases of UK and US consumers who follow influencers on social media.

How Marlin Brands accelerated digital to break through Australia’s COVID-19 lockdown

Article • Manik Godhwani, WARC Exclusive, July 2020

Marlin Brands’ Manik Godhwani shares some of the key lessons learnt in the company’s pandemic-driven dive into e-commerce during Australia’s lockdown phase.

IKEA & Sonos present SYMFONISK

Case Study • SABRE Awards, In2 EMEA, Best in Product Reviews (Earned), Gold, 2020

IKEA, a furniture retail company, created and promoted SYMFONISK, a sound and light experience in partnership with Sonos, through a two-day event in the Netherlands.

Over-time variation in individual’s customer satisfaction scores

Research Paper • John Dawes, Lara Stocchi, Francesca Dall’Olmo-Riley, Int. Journal of Market Research, Vol. 63, No. 3, 2020, pp. 262-271

Customer satisfaction is a commonly used business performance metric. Despite the widespread use of satisfaction surveys, little is known about how stable individual’s satisfaction scores are.

US, Furniture & furnishings retail Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the furniture & furnishings retail sector in the United States since 2007.

Furniture expert Herman Miller designs a COVID-19 strategy for uncomfortable times

Article • Stephen Whiteside, WARC Exclusive, April 2020

Herman Miller, the furniture company, is seeking to adapt to new demands as the COVID-19 pandemic transforms its business-to-consumer and business-to-business opportunities.

Williams-Sonoma’s in-house ad strengths key to COVID-19 response

News • 26 March 2020

Williams-Sonoma, a retailer that plays in categories likes home furnishings and kitchenware, believes that prior efforts to strengthen its in-house advertising capabilities are helping it to react at speed to COVID-19.

How Williams-Sonoma is providing comforts of home during COVID-19 pandemic

Article • Stephen Whiteside, WARC Exclusive, March 2020

Williams-Sonoma, a retail group active in the furniture, homewares and appliances categories, is aiming to evolve as COVID-19 transforms the demand pattern in these industries.

IKEA: The world's longest drive-through furniture catalogue

Rankings • WARC Effective 100, 2020

Swedish furniture retailer IKEA made a success of its launch in India by using interactive experiences to re-imagine urban life.

IKEA: The Wonderful Everyday

Rankings • WARC Effective 100, 2020

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

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
What's working in retail

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in retail.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.