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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: 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.

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.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Gold and Brand Rebel Award, 2021

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

IKEA: Tiny Home

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

IKEA, a Swedish furniture retail company, increased consumer awareness of their sustainability commitment in the USA by using different media channels to show consumers how to make homes environmentally friendly.

Officeworks: Christmas experience

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Officeworks, a stationery supplier, launched a Christmas campaign in Australia to drive in-store traffic and give the brand a retail lift.

IKEA: For a safe home

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Ikea, a furniture brand, launched a campaign alongside NGOs to raise awareness of domestic abuse.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards for Effectiveness, Grand Prix, Instant Impact, 2021

Home furniture retailer, Home Centre, tackled the taboo topic of single mothers to create impact with its Father's Day campaign in the UAE.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

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: 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 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: Silence the Critics

Rankings • WARC Creative 100, 2021

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

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: 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.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

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.

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.
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:
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.
From running shops to serving customers: The Tesco turnaround story

Case Study • Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.
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.
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.