Facebook Showroom Campaign

Allie Hansen

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Promotional Video

• http://www.youtube.com/watch?v=0TYy_3786bo&feature=player_detailpage#t=17s

• Autumn of 2009: Created a Facebook account for Gordon Gustavsson, manager of Malmo, Sweden’s new IKEA store.

• Uploaded 12 pictures of showrooms over a 2 week period.

• Allow Facebook friends to tag themselves in showroom pictures. First to tag him/herself as an item in the room won that item.

ObjectivesChange attitudes about the

IKEA brand

Focus groups and interviews illustrated the public’s conception that

the IKEA brand was unimaginative and

boring.

“Many younger people associated IKEA with

their parents as well as the rooms of their

childhoods. They were choosing other

solutions for their own homes…” –Forsman &

Bodenfors Website

Promote the opening of new store in Malmö, Sweden

Allow customers to identify with Gordon Gustavvson as the face of the

store

General Promotion and Exposure of the brand BEYOND Sweden

Getting Facebook users to personally promote products as well as the

company.

Tactics“Something for Nothing” •Excite consumers with prizes and give-aways they don’t have to work for

Keep it simple•Take advantage of already existing and hugely popular media: Facebook•Utilize one of Facebook’s simplest and fastest spreading functions: picture tagging•Posting pictures/links on Facebook profiles and blogs•Generating curiosity: Why are all my friends tagged as pieces of furniture?•Immediate News Feed updates

Forsman & Bodenfors ad agency

•Originally suggested they target a mature market. The revenue from its mature market had successfully doubled in less than six years.•Mature Market ad example: http://www.fb.se/#/en/Work/344/486/

S O C I A L

MEDIA

• The “IKEA – Facebook showroom” video has 283,859 views.• The Ikea Facebook page has 307,664 Likes• Fans created www.ikeafans.com website and FB page which now has 1,724 Likes• Weakness: friend requests must be accepted… Gordon’s profile is deactivated now, and there

is no report of how many friends he had upon its termination but I saw screenshot of 1,383.

•The campaign was voted “Most Contagious 2009” by the international Contagious Magazine

•The campaign won a Titanium Lion at the Cannes International Advertising Festival in 2010

•IKEA has since become just as successful in numerous campaigns involving social media May 16, 2011: Cannes awarded IKEA advertiser of the year

Successes

Reaching Objectives

• Campaign quickly went viral: In

just minutes each picture

reached the maximum of 30 tags

•The promotion reached

thousands of thousands of

Facebook members,

Tweeters and bloggers

around the globe (not just in

Sweden)

•In the first week of its release, the “IKEA - Facebook showroom” video, promoting the new store and more, had over 37,000 views

•Mature markets on Facebook participated and

were able to see the fun, creative side of the IKEA brand

Reaching Objectives, cont.

• Facebook changed their terms & conditions after the campaign ended in order to prevent a repeat of this type of promotion.

Extremely Cost Effective

THE

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