IKEA: The Great Sleep
At the start of the new fiscal year in late summer 2014, IKEA introduced a new annual topic. Bannered "Where good days start", IKEA encouraged people to give both their bedrooms and their bathrooms the attention they deserve but weren't getting. To raise awareness for its various sleeping solutions, IKEA started asking people about their own sleeping habits in April 2015, pointing out that only products suited to their very individual needs can guarantee a good night's sleep. The campaign was a wake-up call, generating virtually 18 million visitors to the bedroom section pages of...