‘IKEA Your Baby’ Digital Strategy2013

You shout aloudYou make me worryYour smile Every breath you take

 

Target Audience

• For 0-36 months baby, IKEA baby store has been offering the brand’s best value to comfort the kids at the early stage of their life.  

Campaign Goal

• Your baby can actually sleep in comfort and have a little sweet dream when sleeping on IKEA baby crib mattress.

• Reduce your middle-of-the-night wake up calls.• IKEA crib mattress is soft touch and safe.• Provides the kids parents a comfort night for sleep.

• Easy Childcare, happy mom.

Recommended Digital Marketing

Instagram• Share photos, news, product information, stories and promotion

activities.

• Making a short video (15 sec) show the products availability.

• Run 2013 IKEA Baby Sleep Contest on the official IKEA Instagram page.

• Step 1: Show your baby sleeping photos on IKEA Instagram• Step 2: Simply hashtage #IKEA and #IKEA Baby Sleep

Contest

Why the contest?

• To benefit kids and their parents, IKEA will pick the top 12 popular kids for the contest to make an elaborate 2014 IKEA Baby Calendar.

• Vote for your sleeping kids, you baby is likely to be on 2014 IKEA baby Calendar. IKEA pick for monthly IKEA popular baby, from January to December.

Facebook Marketing

• Share your IKEA baby story with us.

• IKEA baby store provides the best quality and respond to relevant questions to build positive relationship with consumers.

YouTube Marketing

• 2013 IKEA Baby Sleep Contest is supposed to run on YouTube.

• Longer than 15 seconds video as it better to introduce contest information.

Budget

• Monitor Instagram, Facebook and Youtube to help us understand consumers’ needs and problem. At least four to six people are in charge of monitoring these digital tools job.

• Paid for IKEA employees: $15 per hour*40 hours per week=$600 per week

• Paid for a professional advertising team.

• Make the advertising visually and emotionally appeal to the kids parents.

• Paid for production team: It may depend on the reputation of advertising agency, cost ranges from $200,000 to $800,000.

• Paid for baby and mom: $ 5000 to $20,000

True View in-stream ads

• TrueView in-stream ads to run the IKEA ads on YouTube. According to YouTube Paid Advertising Guide, (Spiegel, 2013) The ads run before, during, or after partner’s YouTube videos.

• Pay only when viewers watch at least 30 seconds or entire ads, which make sure IKEA deliver the right message to the right audience. This help IKEA build a more valuable interaction with audience.

• It cost per click, average about $0.04. Based on IKEA’s reputation and baby concern, daily cost will be estimated at $0.04*30,000=$1200

• Since the ads will run from August to December in 2013, each month it will cost about $12,000

($1200*30 days=$36,000) Cost from August to December will be approximately at 36,000*5 months= $180,000

YouTube Homepage Redzone To receive quick response from audience, another option IKEA may consider use a larger banner video to

broadcast IKEA 2013 campaign on YouTube According to tubefilter.com, $400,000 will be run per day. It’s recommended to run for two days weekend for

target audience. $400,000*2=$800,000

Babies Sleep Well

Grow up with IKEA!