Ikea campaign innovation on Facebook breaks new ground
Marketing through Social Media channels still leaves many marketers scratching their heads but occasionally the industry is provided with some inspiration to help provide a guiding light.
Take for example a new project to help market a new Ikea store that has cost nothing but returned huge dividends – both in doing its job and in subsequent PR.
One of the most popular facilities of Facebook is the ability for users to upload and share photos. Hand-in-hand with that is ‘photo-tagging’ where users can tag themselves and their mates in a name and shame style.
It’s the popularity of this that provided inspiration for Forsman & Bodenfors in Gothenburg.
The team first created a profile for the new store’s manager – Gordon Gustavsson.
Over a two week period, different pictures of shopfloor showrooms from the new store were then uploaded to the profile page.
Facebook members were then encouraged to request Gordon as a friend. The first to tag themselves to a specific item in each showroom photo then won that particular Ikea product.
As each Facebook user tagged themselves, news of the action also appeared on their news feed, creating a viral effect as the campaign was shared between friends and was spread across thousands of different profile pages.
Commentators have given the campaign the thumbs-up for ingratiating the brand into a new community while incurring minimal cost.
To see an indepth case study of this campaign, see the video below.
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Ikea campaign innovation on Facebook breaks new ground
