IKEA: TOG-ether

Furniture retailer IKEA created a new duvet product, and used a gay couple to promote it and boost sales of bedding in the UK.

Campaign details

Brand: IKEAAgency: Hope&Glory

In Brief

In a bid to increase sales of bedding and deliver the IKEA brand promise of a "wonderful everyday" (or "wonderful everynight" in this case), we didn't set out to deliver a better night's sleep, we set out to save the nation's relationships.

The TOG-ether campaign delivered over 70 pieces of UK coverage (and over 40 worldwide). We reached 32.4 million UK adults 3.6 times over the course of the campaign. We reached 67% of the core family audience and 73% of the millennial audience we set out to target with...

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