MADE BETTER BY YOU

TitleMADE BETTER BY YOU
ClientIKEA HONG KONG
Product / Service2013 CATALOGUE
CategoryA04. Best Use or Integration of User-Generated Content
EntrantOGILVY & MATHER GROUP HONG KONG, HONG KONG
Entrant Company OGILVY & MATHER GROUP HONG KONG, HONG KONG
Contributing Company OGILVY & MATHER GROUP HONG KONG, HONG KONG

The Campaign

IKEA is top-of-mind for many consumers who are looking for simple and affordable furniture in any city, but IKEA Hong Kong was having difficulty retaining consumers who wanted more of a unique décor for their home. With their existing method of communication, the traditional yearly catalogue, it was difficult to communicate the true potential of the iconic furniture. We needed to engage with IKEA customers outside the store, to drive interest around their new range of soft furnishings and textiles.

Results

The objective was to increase awareness of just how easy it is to “Bring new life to your home, bring your home to life”. We delivered a campaign that would help bring this proposition to life in social media, while ultimately exposing as many people as possible to the new IKEA textile range, targeting the mass. As managers of the IKEA Facebook community for years, we’d seen people share how they used IKEA textiles to ‘spice up’ plain white furniture pieces. Based on these insights, the idea was born: IKEA - Made Better by You We developed a program that allowed users to experience for themselves the endless possibilities provided by IKEA textiles, and offer a hands-on way to see how a bit of their individual creativity can enhance the enjoyment of even the most common IKEA household items. We developed a Facebook powered social experience that allowed users to choose one of five iconic IKEA products and customize it using IKEA textiles. Playing on the naming traditions of IKEA products, each new piece was renamed with the creator’s moniker pulled in from the Facebook ID; as a plain white LACK table became a colorful [RUBY] side table, catching people’s attention when familiar names appeared along side IKEA’s classic product shots. The As each unique creation was shared as an album image on friends’ Newsfeeds, it helped create talkability and draw more people into the experience, and ultimately educate their friends on the power of textiles. To reward our fans who were active in promoting the idea, we used the custom [FRANK] furniture as cover photos and Ads to showcase the personal effect of textiles.

We offered a social experience where fans were able to custom create their ‘own’ furniture. By involving the fans in the process, the branded content became fans’ unique work of art. The textiles allowed iconic IKEA furniture to become a [RUBY] table, or a [FRANK] couch, catching attention of their friends by listing a familiar name alongside signature pieces from IKEA. This also added local relevance to Hong Kong netizens, a change from the foreign Swedish names.

Over 27,000 pieces of furniture were shared from more than 6,000 unique users delivering 3,640,000 stories in friends-of-fans’ Newsfeeds. The IKEA Facebook page grew with 14,000 new fans in the campaign period, 8,104 of these from organic referrals. We achieved media coverage in various renowned online and offline publication including: PSFK, Design Taxi, Campaign China, Marketing-Interactive and Creativity-Online. With a simple mechanic, we delivered the message of the 2013 catalog and exposed a significant portion of the Hong Kong population to the endless possibilities provided by IKEA soft furnishings.

Credits

Name Company Position
Karen Cheng Social@ogilvy Digital Strategist
Stephanie Chevalier Social@ogilvy Senior Digital Strategist
Tem Hansen Social@ogilvy Senior Digital Strategist
Scott Mcbride Social@ogilvy Regional Business Director