Ikea Campaign Highlights The Craftsman To Transform Consumer Perceptions

Earlier this year, agencies MEC and Ogilvy & Mather were given the task of increasing the amount IKEA customers spend per transaction, which had seen only a 2% growth during 2010. Mashable‘s case study shows how they achieved this through ethnographic research and an integrated marketing campaign.

Ogilvy conducted both at-home and in-store ethnographies with 35-year-old IKEA shoppers to find out about their spending habits. These people associated IKEA with smaller items such as lamps, rugs and other accessories rather than large items and rooms. This retail blindness meant they couldn’t see past these items when they walked around the store. They were also found to crave “personalized inspiration” for creating a custom home that suited their needs.

To address the demographic’s desires, Ogilvy and MEC used traditional TV, print and online advertising, advertorials and TV integration. They showcased IKEA’s range of styles, used their stores for “Life Improvement Seminars” and created the tagline “Made by (insert name), Designed by IKEA”. They also developed the Share Space, an online destination where people showcase how IKEA has helped them achieve a personalized style in their home. Caroline Kell, senior planner at Ogilvy & Mather, said:

Opening women’s eyes to the wider IKEA offering and introducing them to the in-store experience required a completely integrated approach to marketing that took into account the shopper experience from all angles. By showcasing complete rooms at every touchpoint, not just TV, women encountered the wide array of IKEA’s furnishings and styles and helped ensure that they were open to spending more in-store.

This successful campaign saw sales grow 7.4% (the target was 5%), especially sales of rooms, which rose 9% for living rooms and 12% for kitchens. IKEA’s Share Space site had over 36,000 unique users during its first month.

IKEA