STYLE FOR ALL

TitleSTYLE FOR ALL
BrandIKEA
Product / ServiceEFTERTRADA
CategoryB06. Innovative Use of Influencers
EntrantTBWA\SINGAPORE, SINGAPORE
Idea Creation TBWA\SINGAPORE, SINGAPORE

Credits

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

Why is this work relevant for PR?

The campaign gained street cred in popular culture and earned media across a diverse set of publications -- global and regional, mainstream and industry.

Background

Ikea wanted to launch EFTERTRADA, it's 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

Describe the creative idea (20% of vote)

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.

Describe the PR strategy (30% of vote)

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.

Describe the PR execution (20% of vote)

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.

List the results (30% of vote)

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.

Links

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