Case Study 9: IKEA’s “The Wonderful Everyday” Campaign

 


Overview: IKEA’s “The Wonderful Everyday” campaign, launched in 2014, was designed to reinforce the brand’s core message of making everyday life better through affordable, well-designed home products. The campaign aimed to remind consumers that IKEA offers solutions that can improve their daily lives, no matter how small or mundane the task. By focusing on the emotional benefits of its products, IKEA was able to strengthen its connection with consumers and reinforce its position as a brand that cares about the little things that make life better.

Strategy: The strategy behind “The Wonderful Everyday” campaign was to shift the focus from price and product features to the emotional value that IKEA’s products bring to everyday life. The brand wanted to highlight how its products could solve common household problems and make daily tasks more enjoyable and efficient. By showcasing the versatility and design of its products in relatable, everyday scenarios, IKEA aimed to create a deeper emotional connection with consumers.

IKEA also wanted to position itself as a brand that understands the importance of home life and how small changes can have a big impact on overall well-being.

Execution: The campaign was executed through a series of television commercials, digital ads, and social media content. The ads featured a mix of whimsical and humorous scenarios that demonstrated how IKEA products could enhance everyday activities, such as organizing a cluttered space or setting a cozy dinner table. The campaign’s tone was warm and uplifting, with a focus on making life’s everyday moments more enjoyable.

IKEA also used experiential marketing by setting up pop-up installations in various cities, allowing consumers to experience “The Wonderful Everyday” firsthand by interacting with IKEA products in real-life settings.

Results: The “The Wonderful Everyday” campaign was a major success, helping IKEA to increase both its sales and brand engagement. The campaign resonated with consumers across multiple markets, and IKEA reported a significant increase in both foot traffic to its stores and online sales. The campaign also helped to strengthen IKEA’s brand perception as a company that cares about improving everyday life, contributing to long-term customer loyalty.

Visual Aid Suggestions:

  • Product Use Diagrams: Show examples of how IKEA products can be used in everyday life, using simple before-and-after illustrations.
  • Sales and Foot Traffic Chart: Display the increase in sales and store visits following the launch of the campaign.
  • Pop-up Installation Photos: Include images of the pop-up installations, showing consumers interacting with IKEA products.


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