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Study - HOME - DECORATION

IKEA CELEBRATES ITS 75TH BIRTHDAY

Media and influencer relations

Challenge

Reconnect the Ikea brand with design fans and attract Parisians’ attention a few months ahead of the opening of a new Ikea store in Madeleine (Paris).

Action Plan

Organization of a variety of events during PARIS DESIGN WEEK: exhibitions, activities, news stories and creative installations.

Opening the event to the public over the weekend, to ensure maximal media coverage.

Creating impactful and Instagram-friendly content:

  • A video report and vintage IKEA exhibition with THE SOCIALITE FAMILY
  • FRAKTA hacking workshops with the fashion collective House of P.
  • Creative product set-up

Results

  • 240 journalists and influencers present, and over 2,000 visitors over a period of 3 days.
  • Significant social media coverage (387 Instagram Stories) and press clippings (52 pre-event articles), in publications such as 20 Minutes, Les Echos, ELLE, etc.