To promote it’s Bed & Bath campaign, IKEA made use of the insight that Chinese consumers do not waste anything. In fact, they don’t throw anything away if they can help it. As a result, storage solutions are in high demand.
To answer the call, IKEA reinforced the brand idea of “better preparation, for a better everyday” by inspiring people across China to make small improvements for a better life at home – without having to give anything up!
The result was an integrated campaign called “Smart Storage for Smart Living”.
Through this omnichannel initiative, IKEA created buzz amongst it FAMILY Members through a series of innovative EDMs, a robust stream of useful and fun WeChat posts, and through TVC.