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...