The 2013 IKEA catalogue introduced a bounty of new textile products spanning a diverse assortment of patterns, colors and designs. IKEA wanted to inspire their customers to realize how clever use of soft furnishings can help "bring new life to your home, bring your home to life". Social@Ogilvy saw an opportunity to bring this proposition to life by giving our audience a hands-on way to see how a bit of their individual creativity can enhance the enjoyment of even the most common IKEA household item.

Published
November 2012
Topics

The Story

The 2013 IKEA catalogue introduced a bounty of new textile products spanning a diverse assortment of patterns, colors and designs. IKEA wanted to inspire their customers to realize how clever use of soft furnishings can help "bring new life to your home, bring your home to life". Social@Ogilvy saw an opportunity to bring this proposition to life by giving our audience a hands-on way to see how a bit of their individual creativity can enhance the enjoyment of even the most common IKEA household item.

We wanted our audience to experience refreshing iconic IKEA furniture pieces from the comfort and convenience of their home. Technology made it possible and simple for people to experiment with an endless combination of textile patterns and proudly publish their one-of-a-kind galleries. Playing on the naming traditions of IKEA products, each new piece was renamed with the creator‚s moniker. As a plain white LACK table became a colorful, unique [KAREN CHENG] side table, users helped us demonstrate the endless possibilities that come with IKEA textiles. The DIY culture around IKEA furniture had been growing both in Hong Kong and on the global scene, most prominently on ikeahackers.net. People were already thinking about IKEA customization, occasionally with textiles, so we simply used this social insight to inform and enhance the campaign.

The Technology

The Results

Allowing people to add their name to the IKEA products increased the value of the shared social object, resulting in more talkability and earned referrals to the campaign. Over 26,000 pieces of furniture were shared from more than 6,000 unique users delivering 3,640,000 earned stories for the brand.

100+

total cups of coffee drunk

4

team members working on this project

6000

unique users

Launch Date 6 September 2012