|Product / Service||IKEA|
|Category||B06. Social Commerce|
|Entrant||OGILVY HONG KONG, HONG KONG|
|Idea Creation||OGILVY HONG KONG, HONG KONG|
|Additional Company||OGILVY TAIWAN Taipei City, TAIWAN|
|Reed Collins||Ogilvy Asia Pacific||Chief Creative Officer|
|Giant Kung||Ogilvy Taipei||Chief Creative Officer|
|Matthew Nisbet||Ogilvy Hong Kong||Executive Creative Director|
|John Koay||Ogilvy Hong Kong||Executive Creative Director|
|Michele Salati||Ogilvy Hong Kong||Creative Director / Head of Art|
|Lisa Hsu||Ogilvy Taipei||Creative Director|
|Richard Sorensen||Ogilvy Hong Kong||Creative Director|
|Buji Ng||Ogilvy Hong Kong||Creative Director|
|Yoyo Hsu||Ogilvy Taipei||Senior Art Director|
|Ria Chien||Ogilvy Taipei||Copywriter|
|Lucy McNally||Ogilvy Hong Kong||Photographer|
|Tak Fai Wong||Ogilvy Hong Kong||Photographer|
|Virginia Tse||Hogarth||Agency Producer|
|Ella Hsu||Ogilvy Taipei||Business Director|
|Vincent Lam||Ogilvy Hong Kong||Group Account Director|
|Wen Huang||Ogilvy Taipei||Account Director|
|Jeannie Lee||Ogilvy Taipei||Associate Account Director|
|Crystal Tsou||Ogilvy Taipei||Account Manager|
|Rachel Tsui||Ogilvy Hong Kong||Account Manager|
|Hailie Lin||Ogilvy Taipei||Account Executive|
IKEA is popular in Taiwan, but some items are less popular than others. We needed to raise awareness of these less-loved items while boosting sales.
For Valentine’s Day 2020, we shone a spotlight on some of IKEA Taiwan’s least popular items – according to sales data. Introducing ‘The Love Collection’, a multi-platform social commerce campaign featuring lonely IKEA products – with the rest left open to interpretation.
First, we used sales data to find IKEA Taiwan’s least loved items. We then used an ‘artistic eye’ to select which of these would work best in our online films and ads. The campaign ran on Facebook and Instagram, the perfect platforms for our cheeky, sharable content – and the places our mass target audience spend most of their time online.
‘The Love Collection’ launched on Valentine’s Day with a short film clip featuring a sexy soundtrack and different IKEA items. This was posted on IKEA’s social channels, as well as being pushed out to KOLs known for having a naughty side. Fans were also invited to share other IKEA items to add to the collection and were then retargeted with ads featuring their chosen products – which they could click through to purchase at ikea.com.tw
Our content ran for three days across the Valentine’s period, achieving 821,000 impressions across Taiwan, and a total reach of 741,000. The most impactful piece of content outperformed Facebook’s benchmark by 584%. We kept a close eye on audience behaviour after being served our content – particularly our Carousel post which was optimised for link clicks and achieved 4,252 web visits, 283% higher than Facebook’s benchmark.