TUMBLR

We redefined the way IKEA inspires Australians by bringing the brand to life on Tumblr. The traditional catalogue shots are now mixed in with listicles, flat-lays, animated GIFs and other social media friendly formats. Take a look here.

THE BRIEF

When faced with the challenge of raising awareness of the IKEA range of home furnishing solutions, research shows that Australians had only a superficial understanding of the brand's ambition to improve the everyday lives of the many people. IKEA has typically been perceived as one-dimensional retailer, with little understood of their determination to be affordable, their innovative manufacturing processes, longstanding design credentials or brilliant sustainability solutions.

The key objective of the activity is to get Australians to realise how broad and deep IKEA's offering was by driving engagement and inspiration with the range.

A new idea, every day.

CHALLENGES

Solution needed to support IKEA’s FY15 commercial calendar i.e. be in market for 12 months.
No media budget was available to support the activity.
IKEA’s digital platform was an antiquated global solution that could not be easily adapted for local market activity without lengthy time delays (approval processes etc.) and incurring large development costs.
IKEA’s idea of ‘digital inspiration’ was dated and similar to its competitors, making differentiation harder.

APPROACH

IKEA is dedicated to creating a better everyday life for the many. An endless enthusiasm + readiness to help out, a constant striving for renewal through a humble + simple way of doing things embodies the spirit of IKEA.

‘Everyday every day’ is a vitality strategy. The opportunity was to inject this spirit every day through showcasing its product range and brand story in a way that continually captures the hearts & minds of the many throughout the commercial calendar.

IDEA

“The everyday every day”

The everyday every day is a daily feed of inspirational, everyday ideas that demonstrate how and why IKEA is the expert in home furnishings.

We wanted to create an immersive campaign destination where the many could continually be inspired to welcome IKEA into their homes (primary) + to increase visitation to ikea.com.au through an ‘add to shopping list’ functionality (secondary).

We used Tumblr to add a social media dimension to ‘Everyday every day’. IKEA enthusiasts had the ability to subscribe to the feed and easily share the content with their networks. We were also able to use relevant hashtags such as #IKEA and #HomeDecor to propagate our content to the Tumblr community at large.

Having no media support, we developed an owned channel strategy to drive visits to ‘Everyday every day’, using edms, facebook posts and the IKEA website.

Post page w/ featured products linking to the IKEA website (desktop version).

Seasonal posts——Halloween & Valentines & Christmas:

EXECUTION

Central to the success of “Everyday every day” was to develop a number of content pillars to help the creative team bring to life the idea in a relevant and meaningful way. They are:

IKEA HACKS: the many with the possibilities of IKEA products.
HOME FURNISHING EXPERIENCE: position IKEA as the home furnishing expert by showcasing the variety of the range.
IKEA DNA: IKEA heritage, philosophy and the people behind the brand.
CLEVER SOLUTIONS: Spotlight individual products that solve everyday problems.
IKEA PORN: Dramatic visuals of IKEA products to inspire creativity & boost demand.

Using Tumblr was key to IKEA everyday's success.

RESULTS

Featured on brands.tumblr.com, Tumblr's official 'best practice' directory for brands.
Featured on Econsultancy's '12 terrific Tumblrs for brand inspiration' list.

IKEA Everyday Every Day, your daily dose of inspiration.