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Brand content• Event• Influencer relations• Media relations

PFW – IKEA+ event

OBJECTIVES

  • Exhibiting Annie Leibovtiz’s work for IKEA in Paris
  • Establish IKEA as a legitimate player in PFW
  • Inspire younger generations to express their identity through life at home

ACTIONS PLAN

4 days of ‘Brand Experience’ during PFW with a free event open to the many.

A strong artistic and cultural headline: photo exhibition, collaboration with Casa93 fashion school, music festival in collaboration with Rinse webradio station, a revamped IKEA Bistro, design talks and workshops, pop-up store with new collections.

  • A press conference (deco/design and art media) with exclusive interviews dealt beforehand
  • 2 media partnerships: Brut and Rinse.
  • An opening party for journalists, influencers, prescribers and KOL
  • 4 influencers partnersips.

RESULTS

  • 800 journalists, KOL et influenceurs during the opening party.
  • More than 8000 visitors in 4 days
  • More than 700 earned influencers publications (audience : 23 407 693 / EMV : 949 131 €)
  • 110 press clippings (EMV : 511 422 € / audience: 117 731 230)