At face value IKEA is a household name, popular within culture, and with a long record of creative marketing. But in 2013 a different story was emerging. Sales growth had halved; penetration was declining and IKEA UK looked out of step against the backdrop of rivals angling to claim its market leadership.
Objective
A new goal from IKEA global management created a real sense of urgency; stem the decline. And grow the business by at least +8% YoY to meet 2020 targets.
A new goal from IKEA global management created a real sense of urgency; stem the decline. And grow the business by at least +8% YoY to meet 2020 targets.
Scale of the Task With growth slowing, no new stores opening for 3 years, no plans to hike prices, or to alter an already bountiful range strategy, IKEA focused on marketing communications.
The task being to refresh the role IKEA plays in customers’ homes and hearts; changing perceptions from an infrequent destination store out of sync with changing trends in British home life to one culturally tuned-in to all kinds of everyday needs.
The campaign
The answer was a culturally-resonant brand platform: The Wonderful Everyday. A new brand articulation that went back to IKEA’s founding purpose, delivered with creative excellence and which didn’t just meet the business target set, but beat it.
The answer was a culturally-resonant brand platform: The Wonderful Everyday. A new brand articulation that went back to IKEA’s founding purpose, delivered with creative excellence and which didn’t just meet the business target set, but beat it.
To register your interest or to find out how to enter the next Excellence Awards visit our Awards site.
Login to download the full case study below:
(Please note: parts of this case study may have been redacted for confidentiality purposes.)
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.
