Retail | WARC

IKEA: The Wonderful Everyday – Six years and counting

Case Study • Account Planning Group - (UK), Gold, 2019

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

IKEA thinks small

News • 26 September 2019

IKEA, the furniture retailer, is planning more city centre stores and planning studios as its experiment with smaller retail formats has succeeded in attracting consumers and boosting online sales.

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

Case Study • Siddhartha Dutt, WARC Prize for Asian Strategy, Silver, 2019

Swedish furniture retailer IKEA successfully ran a local campaign that drove footfall to its new Hyderabad store, capitalising on the expanding furniture market in India.

SB Design Square Furniture: 50 shades of being relevant to young home owners

Case Study • Ashik Ashokan, Ekaluck Charanvas, Ponghatai Sreesing, Panchalit Petchwarathorn, WARC Prize for Asian Strategy, Entrant, 2019

Furniture brand SB created a multichannel campaign based on the Fifty Shades of Grey film franchise to sell its SBDS design services to audiences in Thailand.

Inter IKEA Systems BV (Retail)

Article • Euromonitor Profiles, September 2019

This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV.

Officeworks: How one word changed EOFYTHING

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2019

Officeworks, a chain of office supplies stores, engaged business owners in Australia by inventing a new word – EOFYTHING – to demonstrate its tax-deductible opportunities.

Why The Warehouse Group had to blow it up and start again

News • 21 August 2019

A business focused on the wrong narrative and metrics, with marketing teams operating in silos, left little option but to “blow the whole thing up [and] start over”, according to the CMO of New Zealand retailer The Warehouse Group.

IKEA plans to democratise the smart home

News • 20 August 2019

Swedish retailer IKEA is formalising its smart home tech division, following involvement in the idea since 2012.

How The Warehouse Group NZ built a performance marketing culture

Article • Gabey Goh, Event Reports, Advertising Week APAC, July 2019

The Warehouse Group, one of New Zealand’s leading retailers, successfully built out a performance marketing capability that enables it to reach consumers in smarter, and more targeted, ways.

IKEA: ThisAbles

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.

Crate&Barrel enjoys podcast ad success

News • 12 June 2019

Crate&Barrel, the homewares retailer, enjoyed podcast advertising success for its wedding registry service through a campaign that was carefully aligned with its target audience.

IKEA measures the impact of Wonderful Everyday

Article • Jo Bowman, WARC Exclusive, Lessons from the WARC Rankings 2019, May 2019

Furniture retailer IKEA successfully turned around falling sales by shifting focus from transforming homes to helping with everyday life.

IKEA's new app strategy and retail's augmented future

News • 29 May 2019

IKEA will launch a new app that connects the preview and catalogue capabilities in its extant apps with the ability for the customer to buy straight through in a signal of where the Swedish home retailer is placing its bets on the future of retail.

IKEA: TOG-ether

Case Study • SABRE Awards, EMEA, Retailers, Gold, 2019

Furniture retailer IKEA created a new duvet product, and used a gay couple to promote it and boost sales of bedding in the UK.

IKEA Romania: Equality Works Better

Case Study • SABRE Awards, In2 EMEA, Best in Social Good + Public Service, Gold

IKEA, the multinational furniture company, promoted gender equality in Romania to increase reach in the country.

Crate&Barrel finds a perfect home with podcast advertising

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

Crate&Barrel, the homeware retailer, successfully used podcast advertising as a means of promoting its wedding registry service.

The world's best retail campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which retail campaigns, along with the agencies that have worked on retail campaigns, have performed best over the past year.

Beautyrest Be More Awake Campaign

Case Study • SABRE Awards, North America, Home & Furniture, Gold, 2019

Beautyrest, a mattress company, increased brand awareness in the US by partnering with composer Max Richter, who played his original 8-hour concert while people enjoyed a good night’s sleep on a Beautyrest mattress.

Dunelm: How real people furnish their own real homes

Case Study • Sophie Binns, Jane Dorsett, Sam Drake, WARC Awards, Bronze, Effective Content Strategy, 2019

Dunelm, the UK homeware company, drove sales and brand awareness by creating a TV show aimed at a younger demographic.

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

Case Study • Siddhartha Dutt, Jitender Dabas, WARC Awards, Bronze, Effective Innovation, 2019

Swedish furniture retailer IKEA successfully ran a local campaign that drove footfall to its new Hyderabad store, capitalising on the expanding furniture market in India.

How Parachute landed in the middle of the direct-brand revolution

Article • Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019

Parachute Home, a direct-to-consumer brand in the bedding and bathroom space, has aimed to build consumer connections that are based on deep relationships.

IKEA: The Wonderful Everyday

Rankings • WARC Effective 100, 2019

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

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

Rankings • WARC Effective 100, 2019

DFS, a furniture brand, collaborated with various brands and redesigned its TVCs to become more engaged with, and relevant to, it’s UK audience.

IKEA: The IKEA Human Catalogue

Rankings • WARC Creative 100, 2019

IKEA, the furniture retail brand, had a girl memorise its catalogue content in Singapore to generate buzz and create a PR vehicle for the IKEA catalogue launch.

IKEA: IKEA Pee Ad

Rankings • WARC Creative 100, 2019

IKEA, the furniture retailer, targeted expectant families in an interactive print advert that doubled as a pregnancy test in Sweden.