SETTING OUT THE WELCOME MAT

IKEA

Challenge

IKEA Thailand wanted to increase awareness of its new e-commerce platform, but with just two stores in Bangkok, IKEA had limited brand recognition. We created a home improvement show that spoke to four key market segments and drove a 42% increase in website traffic.
SETTING OUT THE WELCOME MAT

Solution

We knew quick video spots or static print ads would not fully showcase how IKEA’s solutions could improve the homes and lives of our varied and diverse audiences. So, instead of a traditional ad campaign, we created an entire TV show.

In the Thai media company Workpoint, we created a home improvement program, consisting of ten 30-minute episodes. Called Knock the Door, the show featured different Thai celebrities and influencers as they set about renovating their homes, with the redecorations centered on IKEA’s offerings and the theme to “Make Home Count.” The episodes not only underlined the brand message and products, but homed in on four specific audience segments targeted as each group was represented in the show.

In addition to broadcasting on Workpoint, content from the show was amplified through online channels, including Facebook Live streaming, Workpoint’s own Facebook channel, YouTube, LINE TV, and Instagram. We ensured IKEA maintained ownership of the content so that episodes could be aired in the company’s stores.

Getting this targeted message out through high visibility channels while tapping into the irresistible home improvement format proved a potent combination. Knock the Door generated a high level of viewership and a burst of interest in IKEA’s revamped website.

Results

+42% Increased website traffic
33% Higher viewership per episode, on average than the channel’s usual viewership
HIGHER VIEWERSHIP PER EPISODE, ON AVERAGE, THAN THE CHANNEL’S USUAL VIEWERSHIP

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