Ikea: Style for all

IKEA, a furniture brand, launched a campaign in Singapore to drive brand love, drive sales and create social buzz and PR coverage around the EFTERTRADA collection, increase foot traffic to IKEA stores, and improve average basket size and value for EFTERTRADA.

Campaign details

Brand: IKEAAgency: TBWA\Singapore

Campaign Summary

Streetwear brands are notorious for exclusivity and limited edition drops, but IKEA wanted to prove that great style can be for everyone. Creating a street style lookbook with an unexpected twist, we cast Singapore's coolest 'glam-mas' and 'glam-pas' over 70, transforming them into stylish models for the launch of our first ever streetwear line, EFTERTRÄDA. With a campaign budget of just SGD$47,000, IKEA disrupted the world of overdone fashion influencer marketing on Instagram, landed 1.2mil website visits, over 20,000 pieces of EFTERTRADA merch sold, and even landing a feature in...

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