IKEA: Real life roomsets

Furniture manufacturer IKEA partnered with Shelter, a housing charity, to create roomsets to drive action on the UK housing crisis, grow consideration and boost brand attributes of 'committed to doing good' and being a 'values-led business'.

In Brief

Creating roomsets in IKEA stores that depicted the real living conditions of those in temporary accommodation had a profound impact.

There were 324 pieces of editorial coverage, the IKEA policy pages set up for the campaign received I 1,300 visitors, there were over 3.5m impressions and over 32,000 engagements on Linkedln alone.

Post-campaign research found perceptions that IKEA is "committed to doing good" rose 20% and the proportion of people feeling IKEA is "a values-led business" increased 12%.

Objectives

We needed a campaign that would help IKEA further its goal of having a positive impact on people, society...

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