IKEA - Global

What's the best way to bring to life IKEA's purpose "to create a better everyday life for the many people"? And how does IKEA demonstrate its commitment with sustainability?

In short. How do we walk the talk?

All you have to do is put your entire infrastructure to work against your business.

Yep.

We used our stores, our website, our media placements... our entire infrastructure and ecosystem to get people to make the right choice: Instead of buying our new furniture from us, why don't you buy the same exact furniture second-hand at a fraction of the cost?

Easier said than done.

But we did it.

That's how IKEA pre-owned came to life.

The campaign generated 3.6 million website visits and resulted in 26,700 used IKEA items listed on the platform.

The marketplace also drove significant brand engagement and acquisition, drawing in +75,000 new buyers and sellers and registering 23,700 new IKEA Family members. The platform succeeded in building consumer trust in a category where trust is conspicuous by its absence, with 83% of users stating they think it is a trustworthy marketplace. Well above the biggest second-hand marketplaces.

All while ensuring that IKEA products, new or old, get sold through our channels. Allowing us to keep our customers even closer, and our threats at bay.

This wasn't a campaign. It was a business, marketing, and integrated communication idea. Proof of it is that it was recognized across three very different categories in Cannes: Creative Business Transformation, Media / Audience Insights, and Brand Experience & Activation.