Background

IKEA’s goal is to create a better everyday life. This foundational promise offers a rich platform to create interesting stories that connect at an emotional level by focusing on the now instead of what we aspire. This is an opportunity to engage with a new generation of homeowners who are starting to write their own stories, and we aim to do this by showcasing how IKEA seamlessly integrates into their lives to make their day “a little” better. Because at the end of the day, it’s all about the “the little things”.

Just like how common idioms find their way into the way people talk and their everyday, so does IKEA. And in each of these, there’s a story to tell. A campaign inspired by life itself.

Idea

“I live like a millionaire.”

“I sleep likea baby.”

“I feel LIKEA million bucks”

Leveraging the power of language, the ubiquity of idioms, and people’s natural creativity, the LIKEA campaign spots IKEA as the bridge between people and a better everyday life. By inspiring people to enjoy the moment of how IKEA fits into their home. Our goal is to invite and trigger people’s curiosity to participate and share how they take ownership of the IKEA brand in their everyday. By transforming consumers from passive recipients into active collaborators in telling our shared story from here and onwards.

Strategy

The campaign will be executed primarily through Instagram, harnessing it’s focus on lifestyle and ability to jumpstart trends without ignoring good aesthetics will allow us to foster real-time engagement with our target audience. By focusing on organic user-generated content, IKEA can amplify its message while minimizing advertising costs and maximizing its authenticity and individuality. Additionally, the campaign will strategically utilize IKEA’s product catalog to showcase how its offerings seamlessly integrate into various lifestyle scenarios, with these “LIKEA” moments we wish to inspire consumers and remind them that IKEA is a seamless part of a better every day.

Execution

Social Media Activation: Launching our dynamic campaign with a first set of creative examples as print executions, to introduce our concept and encouraging them to create and complete their own “____ Like a ____” LIKEA moments, with a blank template for them to create and share using a dedicated hashtag.

User Generated Content Creation: Curate and amplify the most engaging user-generated content, giving credit to creators and encouraging further participation. This will foster a sense of community and campaign ownership. 

Product Integration: With a strong art direction and simple copywriting, we’re highlighting how each LIKEA moment is the real thing. By curating the most candid and natural photography from IKEA’s library we want to convey an authentic and live-in spirit that our products are meant to be used and enjoyed. This Visual storytelling will be key to demonstrating the emotional benefits and aesthetic appeal that has made IKEA a staple of the ideal home life.

Outcome

By tapping into the power of language, user participation, and visual storytelling, the LIKEA campaign aims to achieve several key objectives:

Increased Brand Affinity: By fostering a sense of community and emotional connection, the campaign will strengthen the bond between IKEA and its customers.

Amplified Brand Reach: Leveraging user-generated content and partnerships to extend the campaign’s reach beyond traditional advertising channels, generating significant earned media.

Enhanced Brand Perception: By positioning IKEA as a relatable and inspiring brand that understands consumers’ aspirations, the campaign will elevate IKEA’s brand image.

Drive engagement and Sales: By showcasing IKEA products in inspiring lifestyle contexts, the campaign will encourage consumers to explore the IKEA product range and make purchases.

By championing community, creativity, and individuality, we’re putting two and two together on what IKEA is globally known for: Making life better and having the perfect something for everything and everyone. The emphasis we’re placing on UGC generates significant cost-effective earned media, extending the campaign’s reach and impact far more believable than traditional ad channels; By doubling-down that IKEA understands and caters to the needs and uniqueness of everyday life. LIKEA strengthens the brand’s emotional connection with its target audience by creating a lasting impression in how they play a meaningful part of people’s lives, inspiring new moments, and making a better every day.

Rami Rihani, Acting Chief Marketing Officer, IKEA Alsulaiman – Saudi Arabia & Bahrain: “IKEA’s vision is to create a better everyday life for the many people. Doing so goes beyond meeting the day to day needs, it is about realizing and inspiring better living in every corner of the home. Through this campaign, we bring IKEA closer to people’s lives; reinforcing the brand’s enabling role in being integral part of their daily aspirations.”

Jamil Asidy – Executive Creative Director Memac Ogilvy KSA : “We wanted to stand out by making the best out of the ad space, same as IKEA Products do with spaces: Smart and Clever Solutions. “LIKEA” and “IKEA”, what a great big “LIKED” idea. 

Jorge Ruiz – Associate Creative Director Memac Ogilvy KSA: “We all know that IKEA’s whole deal is making life better with simple things. We think this is a goldmine for creating stories that people can see themselves in. Just like those phrases you pick up from life and become a part of you? We want IKEA to be that too. Stories about real life with real people, the really good stuff.

Credits

  • Ogilvy KSA: 
    • Managing Director of KSA: Ziad Ghawi
    • Executive Creative Director: Jamil Asidy
    • Creative Director: Jorge Ruiz 
    • Executive Strategy Director: Jose Bronze
    • Account Management: Zeina ElRefai & Ghalia Abdelsalam
  • IKEA Alsulaiman:
    • Acting Chief Marketing Officer: Rami Rihani
    • Country Marketing Manager: Ebba Ourfali
    • Social Media Leader: Raneem Kayal
    • Social Media Specialist: Rafal Flimban