IKEA: Oddly IKEA

IKEA, a furniture retailer, connected with US college students and cut through the usual clutter of back-to-school marketing to deliver an ad inspired by the phenomenon of autonomous sensory meridian response, a tingling sensation prompted by certain sounds. The campaign garnered 88 million organic impressions.

Agency: Ogilvy

Objectives

Going back to college is more stressful now than ever. Students have too much to worry about, from classes to exams to tuition. And they don't have time for a 30 second commercial.

IKEA products are stylish, useful, and affordable-the holy trinity for our target. But for our Back To College campaign to succeed, we wanted to cut through the usual clutter of back to school marketing and deliver something that could actually help our target audience: stressed college students who need a way to relax.

Strategy

Before school starts in September, college students are inundated...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands