Jason Kaplan de Valassis is back for another edition of ‘Minds Behind Effective Marketing,’ featuring interviews with the creative and strategic minds behind some of your favorite Effie Award winners. The series not only takes a closer look at what the teams behind the work did to achieve growth, but how they did it. This week, we meet the team behind IKEA’s ‘It’s Not A Catalog, Catalog’ campaign that took home two Effies at the 2020 Effie Awards US competition, including a Gold Effie in the Commerce & Shopper: Brand Experience category.
Kerri Longarzo, Integrated Media Leader at IKEA U.S. y Meei Chai, Associate Director, Planning at Wavemaker US, share with us how they modernized the decades-old and beloved IKEA catalog to engage consumers by deconstructing the printed book, page by page, and rebuilding it in ways that engaged the senses and brought the content to life through a customized, multichannel campaign.
IKEA U.S., in close collaboration with Wavemaker and Ogilvy, identified a key insight rooted in changing consumer behaviors and consumption habits. Their insight and creativity to revinvent the classic catalog contributed to the campaign’s enormous success, and ‘It’s Not A Catalog, Catalog’ ultimately delivered strong ROI and increased sales and visitation to IKEA.
Mira la entrevista (above) and then haga clic aquí to read the case study. Valassis has unlocked ‘It’s Not A Catalog, Catalog’ in the Effie Case Database through June 10th.
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Un agradecimiento especial a nuestros socios de Valassis por brindarnos conversaciones con los líderes detrás de algunos de nuestros trabajos ganadores de premios Effie favoritos. Para obtener más información sobre Valassis, haga clic aquí.