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Event Influencer relations

IKEA BY NIGHT

CHALLENGE

  • Promote the “storage accross the home” concept and position IKEA as the expert in storage.
  • Create a moment of exchange and sharing between IKEA teams and influencers.

ACTION PLAN

IKEA By Night, an immersive experience in a night-time store, featuring a personality test, an introduction to the “storage” theme, a team tidying challenge, giant hide-and-seek and a 100% Swedish dinner.

A unique and fun storage experience. Very little information was revealed about this event, with guests knowing only two things: the date and venue.

Guests include: @pause_deco (700k), @barbaraevenn (275k), @nico_tine84 (187k), @lesmauvaisesherbesoff (165k), @@rose.poudre (154k), @soa_toi (138k), @marie.mt (138k) …

RESULTS

  • 17 activated influencers
  • 59 pieces of content, including 49 Instagram stories, 4 Reels and 6 TikToks
  • 8 M estimated impressions
  • 4 M€ in EMV