Title | STYLE FOR ALL |
Brand | IKEA |
Product / Service | EFTERTRADA |
Category | B01. Social Engagement |
Entrant | TBWA\SINGAPORE, SINGAPORE |
Idea Creation | TBWA\SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Andy Grant | TBWA\ Singapore | Executive Creative Director |
AS Anam | TBWA\ Singapore | Creative Director |
Graeme Brimmer | TBWA\ Singapore | Creative Director |
Lauren Yrastorza Lim | TBWA\ Singapore | Associate Creative Director |
Germaine Chen | TBWA\ Singapore | Senior Art Director |
Peter Etheridge | TBWA\ Singapore | Group Brand Director |
Jeannette Tan | TBWA\ Singapore | Brand Director |
Rachael Wong | TBWA\ Singapore | Brand Manager |
Sabrina Chan | TBWA\ Singapore | Brand Executive |
Belynda Sim | TBWA\ Singapore | Planning Director |
Elissa Wong | TBWA\ Singapore | Strategist |
Deena Kamisan | TBWA\ Singapore | Agency Producer |
The campaign gained street cred in popular culture and earned media across a diverse set of publications -- global and regional, mainstream and industry.
Ikea wanted to launch EFTERTRADA, its first collection of streetwear inspired by the iconic Billy bookcase in a way that broke through the clutter. Our main objective was to drive brand love in a way the creates buzz and generates PR headlines
While most fashion brands work with your typical, young and social media savvy influencers to drive up hype for each launch, we wanted to introduce a new breed of influencer, one that communicated "STYLE FOR ALL" Instead, we street casted grandmas and grandpas over 70 and styled them in items from our apparel collection. We then transformed them into hypebeast stars by shooting a street style inspired look book which we launched on social media.
While most streetwear brands harp on exclusivity and limited edition drops, we wanted to prove that great style can be for all. Our target audience spanned a diverse set of people who believe that a democratic price is never a reason to compromise on great design.
We launched our campaign on Instagram, a platform rife with an endless barrage of young and trendy influencers and broke through the clutter with our fashionable ‘glam-mas and glam-pas.’ The Internet did most of the word of mouth for us, with thousands of people sharing the post on Instagram and Facebook. Our campaign even got noticed by the fashion holy grail – Vogue Magazine.
With just SGD$7,000 in hand, we proved you don’t need hefty budgets to drive culture forward and demonstrate how style can belong to us all. Within 2 weeks, we had over 3.6mil impressions, over 21,000 likes/reactions, over 7,000 shares, over 26,000 link clicks - generating over SGD$530K in PR value. (Source: IKEA SG) People of all ages – kids, grandpas, regular folks got their hands on our threads. Our merch sold on reseller sites for triple the price. Best yet, people couldn’t stop talking about how much they loved it.
Social Media URL | Social Media URL