Positioning IKEA as a thought leader to a global audience for how life at home is changing

The challenge

Every year, IKEA sets out to understand what makes a better life at home for people around the world. We were asked to take the report from a piece of analytical research to a wide-ranging communications campaign that reached customers and colleagues.

Our approach

We co-created with the IKEA team from 15 markets across the world, the research agency and expert partners to understand the 2018 research story and then develop a compelling way of communicating this story internally and externally. 

Does your home meet all your emotional needs - How do you know?

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Our research showed that people can feel at home anywhere, as long as five core emotional needs are met.

BELONGING. PRIVACY. SECURITY. COMFORT. OWNERSHIP.

The Report: The Life at Home Report 2019 was built around our big idea. It brought key insights to life with a look and feel and photography capturing life as it is lived around the world - intimate, human and inspirational.

The Microsite: A microsite housed our entire campaign, with an interactive tool assessing what aspect of ‘home’ is missing, or in abundance, for each user. This was backed up by practical advice on how to get the most from life at home.

Global PR: Collaborating with the global PR team, we developed the overall comms story and toolkit. This included sculpting media angles for local teams, ensuring a global story was made relevant to those on the ground. 

We also handled the UK launch, targeting the release at consumer, business and interiors press.


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POSITIONING IKEA AS A THOUGHT LEADER TO A GLOBAL AUDIENCE FOR HOW LIFE AT HOME IS CHANGING

Every year, IKEA sets out to understand what makes a better life at home for people around the world. We were asked to take the report from a piece of analytical research to a wide-ranging communications campaign that reached customers and colleagues.

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We'd love to chat

Given Agency

ben.hayman@givenagency.com