Description

AGENCY: IDN Finland
CLIENT NAME: IKEA
Campaign started: June 26, 2017
Campaign ended: August 19, 2017
Created at: August 17, 2017

BRIEF

For IKEA, the summer is the most important period for business and we wanted, in addition to the summer activation weekly offers, also activate and engage the IKEA FAMILY members to share their best summer memories with other members.

STRATEGY:

The theme this summer was ”Best Summer Ever”. Whether the summer is spent at the summer house, travelling or at home – and in whatever weather. We organized a “best summer ever” campaign, in which we invited the IKEA FAMILY members to post their funniest summer stories on Ikea´s FB wall. In the weekly summer mailings, we presented, by slightly revising the summer stories, a story sent by a member supporting the offer of the week

Summer activation mailings were sent weekly and the offers were changed every week.  The campaign period was 8 weeks. The mailings were targeted, among others, based on the poll response. The matching stories and products were selected.

RESULTS:

  • We received more than 800 member stories related to the summer campaign.
  • The weekly activation mailings based on the stories generated a tremendous amount of net traffic. (+20 %)
  • The open and click rates of the summer story mailings were record high
    – Basic emails: open 40%, clic rate 5 %
    – Targeted emails: open 70 %, clic rate even 15 %
  • The sales of the summer activation products was beyond all expectations

 

CAMPAIGN ELEMENTS:

  • Facebook, highly targeted weekly emails, text messages

DOWNLOADS:

Available documents for download:

http://suhde.fi/suhde_idn2017/IKEA_summerstories_IDN_2017.pdf