IKEAThe work and the results

The Challenge

In the United States, IKEA had marketed only in English until 2004. Awareness of IKEA among Hispanics in the U.S. was low and the brand was perceived to be foreign, too upscale and unapproachable.

The Insight

We wanted to help Hispanics truly understand what IKEA has to offer and make them feel welcome and comfortable shopping there.

To help deliver a warmer, more welcoming message, we created high-impact community events (e.g. Child Safety), in-store promotions (Mother's Day) and public relations that overlaid Spanish-language TV, radio, print, out-of-home and online.

The Results

In four years, IKEA's top-of-mind awareness among Latinas increased 201% and top-of-mind consideration jumped 167%. Aided advertising awareness became comparable to Target, Walmart and Home Depot with only a fraction of their budgets. And more Latinos bought furniture or furnishings at IKEA during the recession in 2008/2009 than in the two previous non-recession years.

 

Television

Out Of Home

Print

Direct Mail

Online

Events