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IKEA
Find Your Style 101

RAN IN: United States

CLIENT
IKEA

Kendra Ferguson, Media Project Manager
Ashley Wahl, Media Director

AGENCY
MEC Global *Lead Agency

Caroline Tran, Senior Director, Planning
Camille Lightell, Manager, Planning
Vincent Ganzon, Senior Associate, Digital Investment
David White, Director, Strategic & Comms Planning


SUMMARY

An empty dorm room is more than a space to fill with a bed, a desk and a set of drawers; its the first space we truly own, a blank canvas for self-expression. Tasked with driving sales during the back-to-college period we knew that success required the re-framingof IKEA from cheap store to style guide. Our idea: Find Your Style 101, a media campaign consisting of online content pieces designed to help students discover and express their style. The campaign shifted perceptions and provided a measurableimpact on sales.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA

Audience: College Students

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English