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IKEA
IKEA Back to College

RAN IN: United States

CLIENT
IKEA

AGENCY
Ogilvy *Lead Agency

Della Mathew, Creative Director
Holden Rasche, Associate Creative Director
Ashley Veltre, Associate Creative Director
Caroline Tran, Copywriter
Lena Laque Almond, Art Director
Marianne Waldron, Senior Producer
Jamison Duffield, Group Planning Director
Terry Martin, Managing Director
Lucy Lieberman, Program Management Officer
Esmeralda Arzola, Management Supervisor


Brownstein Group


MEC Global


Ketchum


SUMMARY

It’s not easy to break through the clutter of the back-to-college season, not when you’re competing against heavy hitters with massive media budgets. But many brands tend to focus their massive marketing budgets on students, thereby ignoring the other major players in the purchase process: parents. By broadening its message to include financially stressed parents, IKEA successfully shifted perceptions and improved back-to-college sales by 28%. 

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);Messaging/Editorial/Content;PR;PRINT;Magazine - Print;RADIO;Spots (Radio);RETAIL EXPERIENCE;In-store Merchandizing;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English