LIKEA: Elevating Everyday Life with IKEA, a Creative Campaign by Memac Ogilvy

Aug. 19, 2024

IKEA's goal is to create a better everyday life. This foundational promise offers a rich platform to create interesting stories that connect at an emotional level by focusing on the now instead of what people aspire to. This is an opportunity to engage with a new generation of homeowners who are starting to write their own stories. The aim is to do this by showcasing how IKEA seamlessly integrates into their lives to make each day “a little” better. Because at the end of the day, it’s all about “the little things.”

Just like common idioms find their way into everyday conversation, so does IKEA. In each of these, there’s a story to tell—a campaign inspired by life itself.

Leveraging the power of language, the ubiquity of idioms, and people’s natural creativity, the LIKEA campaign spots IKEA as the bridge between people and a better everyday life. It inspires people to enjoy how IKEA fits into their homes. The goal is to invite and trigger curiosity, encouraging participation and sharing how people take ownership of the IKEA brand in their everyday lives. This transformation turns consumers from passive recipients into active collaborators in telling a shared story from here and onwards.

The campaign will be executed primarily through Instagram, harnessing its focus on lifestyle and ability to jumpstart trends without ignoring good aesthetics, allowing for real-time engagement with the target audience. By focusing on organic user-generated content, IKEA can amplify its message while minimizing advertising costs and maximizing authenticity and individuality. Additionally, the campaign will strategically utilize IKEA’s product catalog to showcase how its offerings seamlessly integrate into various lifestyle scenarios. These “LIKEA” moments aim to inspire consumers and remind them that IKEA is a seamless part of a better everyday life.

Social Media Activation: Launching the dynamic campaign with a first set of creative examples as print executions, introducing the concept, and encouraging people to create and complete their own “____ Like a ____” LIKEA moments, with a blank template for them to create and share using a dedicated hashtag.

User-Generated Content Creation: Curate and amplify the most engaging user-generated content, giving credit to creators and encouraging further participation. This will foster a sense of community and campaign ownership.

Product Integration: With strong art direction and simple copywriting, the campaign highlights how each LIKEA moment is the real thing. By curating the most candid and natural photography from IKEA’s library, the goal is to convey an authentic and lived-in spirit that IKEA products are meant to be used and enjoyed. Visual storytelling will be key to demonstrating the emotional benefits and aesthetic appeal that have made IKEA a staple of the ideal home life.

By tapping into the power of language, user participation, and visual storytelling, the LIKEA campaign aims to achieve several key objectives:

Increased Brand Affinity: By fostering a sense of community and emotional connection, the campaign will strengthen the bond between IKEA and its customers.

Amplified Brand Reach: Leveraging user-generated content and partnerships to extend the campaign's reach beyond traditional advertising channels, generating significant earned media.

Enhanced Brand Perception: By positioning IKEA as a relatable and inspiring brand that understands consumers' aspirations, the campaign will elevate IKEA's brand image.

Drive Engagement and Sales: By showcasing IKEA products in inspiring lifestyle contexts, the campaign will encourage consumers to explore the IKEA product range and make purchases.

By championing community, creativity, and individuality, the campaign brings together what IKEA is globally known for: making life better and having the perfect something for everything and everyone. The emphasis on UGC generates significant cost-effective earned media, extending the campaign’s reach and impact far more credibly than traditional ad channels. It doubles down on the idea that IKEA understands and caters to the needs and uniqueness of everyday life. LIKEA strengthens the brand’s emotional connection with its target audience by creating a lasting impression of how it plays a meaningful part in people’s lives, inspiring new moments, and making every day better.