Tuesday, 27 March 2012

'Happy Inside' IKEA

It is not like IKEA is my favourite brand. Nope, it is actually not.
But I just want to make it memorable here about 3 of my favourite IKEA's campaigns: tv commercial (2010), PR stunt (2011) and a facebook campaign (2009).

Firstly, it is the IKEA 2010 'Cats' commercial. I just love it!
"The idea behind the work is that cats know better than anything what makes them feel happy inside, they live their lives in pursuit of their own comfort," Feh Tarty, Mother's creative director, told The Guardian.

The advertising agency behind the commercial, London-based Mother, also released a "making-of" video, below, that has proven to be more popular than the commercial itself, garnering more than 2 million views on YouTube in just two weeks.

IKEA's PR Campaign or the Facebook fan sleepover!

After finding a Facebook group with almost 100,000 people called “I Wanna Have A Sleepover In Ikea“… IKEA themselves created a competition for their Facebook Fans to be part of a giant sleepover at the Essex IKEA store for 100 people. What a great way to turn fans into advocates.

Not only was it a PR stunt, but a great way to actually have people test out products like mattresses for longer than 10 minutes! Complete with a sleep expert on hand for advice.

And now...finally... Another IKEA's Facebook campaign, however, created in 2009 - I remember I included it in my first marketing essay just after its release! It was just brilliant and one of the first campaigns on Facebook at all! Nicely executed and well done! It was really something new, unexpected and creative at that time. Since it was the first one still many people remember that and I am not an exeption - thats probably the reason why I like it so much. Oh yeah it is also a nice way to make people be your brand ambassadors and make other people promote your products!

Some of the best campaign strategies are simple, and none simpler than using the default “tagging” tool on facebook to help create a bit of buzz for an online competition.
Users were drawn to the new Facebook profile page of the store manager, who’d uploaded pictures of his new showrooms.

People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!

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