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IKEA: The Sustainable Everyday

Case Study • DMA (UK), Silver, 2021

IKEA, a furniture brand, nudged consumers in the UK to behave more sustainably.

Lakeland: A truly personalised myLakeland experience

Case Study • DMA (UK), Bronze, 2021

Lakeland, a chain of kitchenware stores, increased incremental revenue for year two of its myLakeland Club scheme by developing new behaviour-driven segments that featured different variations of content and offers.

From offline to online: How the Plush brand made the move successfully

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

The Australian sofa brand Plush’s expansion into the online space has delivered amazing results, said its e-commerce head, Ash Mehta, who revealed how the company pulled it off at FUTR Asia 2021.

IKEA: Apartmenteka

Rankings • WARC Creative 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: The Book that Will Change Your Life

Rankings • WARC Creative 100, 2021

IKEA, a furniture brand, positioned its 2020 catalogue as ‘The book that will change your life’ in the UAE.

IKEA: Buy With Your Time

Rankings • WARC Creative 100, 2021

IKEA, a furniture brand, rewarded its loyal customers by converting the time they spent travelling to IKEA into currency in the UAE.

Home Centre: A Dad's Job

Case Study • AME Awards, Silver, 2021

Home Centre, a home décor brand, challenged the taboo of single parenting in the Gulf region and won both share of heart and share of wallet with Arab mothers.

Ikea: Style for all

Case Study • AME Awards, Finalist, 2021

IKEA, a furniture brand, launched a campaign in Singapore to drive brand love, drive sales and create social buzz and PR coverage around the EFTERTRADA collection, increase foot traffic to IKEA stores, and improve average basket size and value for EFTERTRADA.

Ikea: Buy with your time

Case Study • AME Awards, Silver, 2021

IKEA, a furniture and homeware brand, launched an activation that converted the time spent on a trip to IKEA into a currency that people could use to purchase items from IKEA in the UAE.

IKEA: Apartmenteka

Case Study • WARC Cases, November 2021

IKEA, a furniture brand, empowered people in Russia to design their own home décor with its 3D catalogue of free design and home furnishing ideas.

Home Centre: A dad's job

Case Study • Tahaab Rais, WARC Media Awards, Gold + The POE Award, Effective Channel Integration, 2021

Home furniture retailer, Home Centre, bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

IKEA: Lupe

Case Study • SABRE Awards, LATAM, Diamond, 2021

IKEA, a home furnishings retailer, launched a campaign in Mexico to raise awareness of the new store opening and connect Mexicans to the brand.

IKEA Eftertrada: Style for all

Case Study • Belynda Sim, Elissa Wong, WARC Awards for Asian Strategy, 2021

Furniture retailer IKEA used an Instagram campaign featuring elderly real-life models to launch its EFTERTRÄDA streetwear line successfully in Singapore.

IKEA: Bringing the slow movement to fast furniture

Case Study • APG (UK), Entrant, 2021

IKEA, a furniture brand, launched a campaign in the UK, USA and Netherlands to increase share of sales from core sustainable products, and increase the perception that IKEA makes a positive impact on the environment.

IKEA: Counting Sheep and Losing Sleep

Case Study • APG (UK), Entrant, 2021

IKEA, a home furnishing brand, launched a campaign in the UK to drive growth in bedrooms by reasserting itself as the expert in sleep.

Behind the Winning Idea: Home Centre – A Dad's Job

Article • Siddarth Sivaprakash and Tahaab Rais, WARC Exclusive, October 2021

This episode of Behind the Winning Idea explores the strategy, execution and outcome of Home Centre: A Dad's Job, winner of the Instant Impact Grand Prix in the 2021 WARC Awards for Effectiveness.

IKEA: Bursting the Christmas Bauble (AKA The first Christmas campaign for IKEA)

Case Study • APG (UK), Bronze, 2021

IKEA, a furniture brand, launched a Christmas campaign in the UK to increase total sales during the festive period and defy the inner voices of home shame, so that any home can play host.

IKEA: The scrapsbook

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

IKEA, a furniture retail company, launched the 'IKEA Scrapcooking movement' in Canada to inspire people to incorporate food sustainability into their lives and homes.

Brand in action: How Bencross introduced home improvement to China

Opinion • WARC, August 2021

Bencross is the home-furnishings disruptor that grew this hitherto undeveloped market in China and Bencross CEO Sheldon Li shares how the brand and the Chinese consumer have evolved since the company was established six years ago.

Home Centre: A Dad's Job

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Home Centre, a home furnishing brand, celebrated Father's Day in the UAE by highlighting the role that single mothers play in their children's lives.

Home Box: Harnessing UAE’s cultural diversity to unbox Home Box

Case Study • Rohit Arora, Sagar Rege, Vijay Kumar, Puja Chatterjee, Abhijeet Choubal, WARC Prize for MENA Strategy, Entrant, 2021

Furniture retailer, Home Box, played to a cultural truth in a humorous way to grow sales in the UAE.

IKEA: Meatballs at Home

Case Study • SABRE Awards, EMEA, Gold, 2021

IKEA, a flat-pack furniture brand, released a recipe so people could make the brand's iconic meatballs at home during the COVID-19 pandemic in the UK.

IKEA: Paternity Leave

Case Study • SABRE Awards, EMEA, Gold, 2021

IKEA, a furniture brand, released a set of voting instructions in the brand's typical style in the run up to a referendum on paternity leave in Switzerland.

IKEA: Ciao 2020

Case Study • SABRE Awards, EMEA, Gold, 2021

IKEA, a flat-pack furniture brand, launched a therapeutic Christmas campaign for its employees in Spain to see off the year 2020.

IKEA: Buy Back Friday

Case Study • SABRE Awards, EMEA, Gold, 2021

IKEA, a home retail brand, launched a sustainability campaign globally that offered to buy people's unwanted furniture and sell it on at a discount to give it a new lease of life.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2021

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.
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.
Where and how consumers shop in fashion and luxury goods

Article • Euromonitor Strategy Briefings, December 2020

Looks at the state of play in fashion and luxury, including the impact of COVID-19, crisis-driven changes and survival strategies.