While it might not be clear if IKEA goods are tough enough to make it to the second-hand market, it hasn’t stopped the retailer from setting up a platform through which its customers could find a new home for their outdated pieces. The company worked with SMFB Oslo, an agency which also came up with the idea to let customers relocate one of IKEA’s stores last year, to create ”The Second Hand Campaign,” an integrated effort that advertised customers’ used IKEA products through outdoor, print and TV banners.
The agency and the retailer put a call out to store patrons, asking them if they could help them sell their used goods. Many people responded and in the end 50 were chosen for the campaign, which was a series of real-world advertisements created using the customer’s collected items. The ads didn’t just involve pictures, they also featured the original owners’ phone numbers so that potential buyers could get in touch.
To coincide with the ads, Ikea’s Facebook page became the meeting place for a digital flea market which took place every Sunday, giving buyers and seller a chance to connect. The combined effort ran for eight weeks and resulted in the sale of every second-hand piece of furniture the company had to offer.