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The IKEA Effect: How Smart Influencer Marketing Turned Furniture into a Lifestyle

The IKEA Effect: How Smart Influencer Marketing Turned Furniture into a Lifestyle

IKEA: From Furniture Store to Cultural Icon

Thousand Faces Club & Shreevar Chhotaria
August 27, 2024

You know you’ve made it as a brand when consumers go for dates at your gargantuan store’s tiny (in comparison) cafeteria.

Source: The Ken

IKEA is a cultural icon that has redefined how the world decorates and lives, and also happens to be a furniture store.

From dorm rooms to family homes, IKEA has become the go-to brand for affordable, stylish, and functional furnishings.

But what lies beneath this massive success?

It’s not just the flat-pack furniture; it’s a masterclass in branding and influencer marketing that keeps IKEA at the forefront of the retail industry.

Let’s dig in.

The Secret Sauce: Branding and Marketing Strategy

At the heart of IKEA’s global appeal is its Scandinavian DNA—simplicity, functionality, and sustainability.

These aren’t just buzzwords; they’re woven into the very fabric of IKEA’s identity. But it’s not just the ethos that makes IKEA a household name; it’s how they’ve brilliantly packaged it.

Affordable Design: IKEA has mastered the art of delivering high-quality, stylish products at prices that don’t break the bank. This approach democratizes design, making it accessible to everyone.
Customer-Centric Focus: IKEA sells solutions. Not just furniture. By deeply understanding customer needs and preferences, IKEA tailors its product offerings and marketing campaigns to resonate on a personal level.
Immersive In-Store Experience: Walking into an IKEA store is like stepping into a world of possibilities. Their stores are designed to inspire, with room setups that invite customers to imagine how these products could transform their own spaces.
Savvy Digital Marketing: Leveraging social media, email marketing, and online ads, IKEA engages with their audience in a way that feels personal and relevant.

Campaigns That Defined IKEA

IKEA has delivered some of the most memorable marketing campaigns, reinforcing their brand’s emotional connection with consumers.

Do Try This At Home

Recently, Ikea Belgium has launched its first global marketing campaign, "Do Try This At Home," focusing on affordability and fun amid the ongoing cost-of-living crisis. The campaign highlights various customers pursuing their passions with Ikea products, such as an older gamer and a teen girl performing a guitar concert at home without disturbing her neighbors.

Each vignette playfully challenges the notion of "Don't try this at home".

The campaign resonates with research showing that while 52% of people consider home their favorite place, 40% are concerned about their finances.

“This campaign supports our customers by inspiring them to push boundaries at home in affordable ways,” said Licca Li, growth and marketing manager at Ingka Group, Ikea’s largest franchisee

The Sleep Campaign

The widespread sleep issues during the Covid-19 pandemic led to the creation of this campaign.

Ikea launched a TV spot illustrating how poor sleep (and a wild night out) hindered a hare’s ability to race.

Building on this, Ikea unveiled a series of striking posters featuring everyday products like energy drinks and anti-aging creams—reimagined with Ikea bedding in place of liquids, pills, and creams.

The Lamp

In 2002, Ikea pulled off a clever twist with its now-iconic "Lamp" commercial, making you feel sorry for an inanimate object—only to scold you for it moments later.

The ad begins with a forlorn red Ikea lamp, sitting in the corner of a room. As somber piano music plays, the lamp is unceremoniously discarded on the street, evoking a sense of melancholy. Just when the sentiment reaches its peak, the mood flips.

"Many of you feel bad for this lamp. That is because you’re crazy. It has no feelings, and the new one is much better."

"While Americans overspend on ‘fashion’ purchases like clothes and shoes, they still cling to a ‘till death do us part’ attitude with their furniture. Americans have as many coffee tables in their lives as they do spouses."

Tapping into Influencer Power

IKEA's approach to influencer marketing has taken a pioneering route, proving that fostering relationships with influencers without monetary incentives is not just possible but also sustainable.

Let’s look at one such example.

Launched over 4 years ago, the IKEA Ambassador Club, draws on the power of micro-influencers and internal advocates.

At the time of launch, the campaign generated over 9,000 pieces of content, garnered more than 63 million impressions, and resulted in a 5% increase in sales, along with an 11% rise in shop visits.

Faced with growing competition and the need to enhance brand awareness both within its existing audience and among potential new customers, IKEA set a clear challenge. The goal was to connect with new audiences while strengthening the bond with current IKEA fans—customers who are part of the IKEA Family, highly active on social media, and deeply aligned with the brand’s values.

To meet this challenge, IKEA redefined its influencer marketing strategy.

Instead of focusing on popularity metrics like follower counts, they identified individuals who could generate authentic, credible advocacy.

This led to the creation of the IKEA Ambassador Club, which comprises two main profiles: IKEA Fans and IKEA Co-workers. The former are customers with a strong digital presence and an affinity for the brand, while the latter are employees who bring deep product knowledge and credibility as the internal voice of the company.

Targeting the Future: College Campuses

More recently, in a bid to capture the loyalty of future consumers, IKEA launched an initiative to visit 30 college campuses across the U.S.

By engaging with students, IKEA is laying the groundwork for a long-term relationship with a younger demographic, ensuring they think IKEA when they furnish their first apartments or homes.

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