IKEA needed to bounce back post-Covid 19 and get people back to its stores once they reopened – and to do this successfully, IKEA needed to feel like part of the community.
Idea
A new media strategy was 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
IKEA bought an AGP running 60” copy across a range of titles 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.
+31%
increase in footfall YOY, with media driving an additional 2m visits and £45m in-store revenue
+24%
improvement in Media ROI YOY across 2022, delivering more for less despite fluctuating budgets
