Harnessing one in every of its most distinctive model property, the furnishings retailer achieved viral success in the course of the busy festive buying season.
Christmas is without doubt one of the most difficult instances of yr for Ikea to attain reduce via with consumers. As consideration turns to meals, drink and gifting, house furnishings inevitably fall off the agenda.
Working with inventive company Mom London, Ikea aimed to buck this pattern and obtain robust high of thoughts consciousness. With the price of residing disaster raging – and the worth of Christmas dinner set to be 13% costlier than the yr earlier than – Ikea deliberate to make itself the point of interest of a enjoyable festive story.
Harnessing one in every of its most distinctive property – the meatball – the retailer unveiled a tongue-in-cheek different for Christmas dinner: the Turkey-Sized Meatball. Monumental, 4.5kg meatballs have been created with the identical substances as commonplace Ikea meatballs and served with the identical signature creamy sauce.
The simplicity of the concept created a compelling visible for social media, which grabbed client consideration and went viral. Ikea additionally launched a contest to provide away 30 Turkey-Sized Meatballs and 30 vegan-friendly ‘Veggieball Christmas Timber’ through Instagram.
The model even made its Turkey-Sized Meatballs available for purchase on-line and in a handful of shops, inspiring consumer generated content material from excited consumers.
The marketing campaign grew to become Ikea’s most appreciated social marketing campaign so far, leading to earned media value greater than £2.5m. The story went viral globally, with broadcasters like CNN and Fox Information reporting on the Turkey-Sized Meatball, whereas well-known international manufacturers and celebrities joined in on the joke.
Crucially, high of thoughts consciousness in December rose by 21% in comparison with the annual common for the remainder of the yr, outcomes which helped Ikea win the 2024 Advertising Week Award for Social Media.
