IKEA

How can understanding our lives at home actually improve them?

We pulled together our learnings from the last five years of producing IKEA’s Life at Home Report to create the most engaging thought leadership campaign for customers, co-workers and product development teams across markets.

  • Engaged 37 markets in 2022 (up from 34 markets in FY22)
  • In just one month, surpassed the number of total mentions for the Life at Home Report in FY23 (compared to the whole of FY22)
  • More than doubled the number of markets sharing content on owned social in FY23 (compared to all of FY22)
Given are a joy to work with. They are true partners and provide support, smart thinking and creativity to our work. I would happily recommend them to anyone!
Katie McCrory

Campaigns Lead

Messaging that cuts through

To ensure we were speaking to our diverse audience in a way that resonated, we created a thorough audience map. A comprehensive communications plan helped us find the best moments for reaching each audience. 

Co-creation across countries

We ran regular co-creation sessions with IKEA teams in five key markets, and gave frequent opportunities for the other markets to feed in. These sessions helped us understand the breadth of priorities and perspectives across the business, which strengthened our research, comms and creative approach.

Hero film to inspire

We brought the research findings to life through an emotive film, which helped launch the report by vividly painting the different ways people around the world lived at home.

A dynamic website to engage

We redesigned the Life at Home website to better reflect the report story. Our new design also had to be flexible enough to house content from previous reports, and adaptable enough for future report iterations. 

Embracing DIY culture with zines

To promote our editorial stories, we created zine packs and shared these with press and IKEA leaders around the world. This format came from the report finding that 50% of people don’t feel like the media reflects how they truly live at home. The zine’s history of giving voice to those outside traditional media tied in perfectly with this insight.

An exciting new photographic direction

The lack of authentic media portrayals of home inspired IKEA to take on a new partnership with renowned American photographer Annie Leibovitz. As IKEA’s first Artist in Residence, Leibovitz would capture the nuanced reality of home for people around the world, prompted by the Life at Home report.

37

Engaged 37 markets in 2022 (up from 34 markets in FY22)

1

In just one month, surpassed the number of total mentions for the Life at Home Report in FY23 (compared to the whole of FY22)

x2

More than doubled the number of markets sharing content on owned social in FY23 (compared to all of FY22)