| Advertiser | IKEA |
|---|---|
| Sector | Retail & E-commerce |
| Buying route | AGP |
| Audience | Blockbusters, Adults |
| Sector | Retail |
| Target Audience | Adults |
| Package | AGP |
| Copy Length | 60” |
Background
- Covid-19 presented multiple issues for IKEA to deal with - store closures, supply chain issues, an increased consideration of home improvements and furnishing but a move to shopping locally (or online). The category was booming, and competitors were closing in.
- IKEA needed to bounce back quickly and get people back to its stores once they reopened – and to do this successfully IKEA needed to feel like part of the community.
- iProspect coined a new media strategy designed to bring IKEA ‘Closer to Home’ – mapping drive times around each store and prioritising ad spend in these regions so the brand was reaching those who are most relevant and likely conversions.
Plan
- iProspect applied this strategy by selecting media that allowed more precision targeting: VOD, OOH and cinema.
- IKEA bought an AGP running 60” copy across a range of blockbusters and major releases in the key areas to maximise reach and emotional connection.
- To hit the object of increased footfall, bespoke regional end frames were also used, which were adapted to each cinemas’nearest IKEA store – totalling 20 different executions across the UK.
Results
The ‘Closer to Home’ strategy worked very well for IKEA driving market share by +1.4pp YOY to its highest ever level.
- Importantly, footfall increased +31% YOY, with media driving an additional 2m visits and £45m in in-store revenue.
- Despite fluctuating budgets, this strategy has also delivered IKEA more for less, with Media ROI improving 24% YOY across 2022.
- IKEA climbed 3 places to rank #3 in YouGov’s Best Brand Rankings UK 2022 –its best ranking globally, sharing the same spot with its Swedish motherland, highlighting how IKEA has very much made the UK its second home!