IKEA: Facebook Showroom Campaign Strategy

Sun, Nov 22, 2009

(7 votes, average: 4.71 out of 5)

21 Comments

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Forsman & Bodenfors are known for some great creative work, and they recently devised a Facebook campaign for a new Ikea store in Malmo, Sweden. When small budgets and big briefs clash, the out come only ever heads in a single direction these days… to Facebook!

Some of the best campaign strategies are simple, and none simpler than using the default “tagging” tool on facebook to help create a bit of buzz for an online competition.
Users were drawn to the new Facebook profile page of the store manager, who’d uploaded pictures of his new showrooms.

People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!

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Posted by: Aden Hepburn

10 Comments For This Post

Daniel Hewitt Says:
November 23rd, 2009 at 10:20 am

Love it. Why try and re-invent the wheel, when there are so many great social interaction features out there that people are so accustomed to using.

Really nice work.

8apixel Says:
November 23rd, 2009 at 11:06 am

well done! I am totally inspired from this post! @Daniel: I absolutely agree

Jen Says:
November 24th, 2009 at 1:01 am

sheer genius!

Theo Says:
November 25th, 2009 at 1:12 am

An inspriring answer to the question: “what to do with social networks?” Great work !

Tony Says:
November 25th, 2009 at 3:04 am

The KISS formula worked here..nice!

mcangeli Says:
November 25th, 2009 at 5:01 am

What song is that in the video. Its very catchy!

Sanjeev Rajput Says:
November 26th, 2009 at 2:11 am

Great creativity. Good implementation.

Aaron Says:
December 1st, 2009 at 6:19 am

and the video is down.

Sounded cool.

Adam Says:
December 2nd, 2009 at 5:30 pm

here is a new link:
http://www.youtube.com/watch?v=0TYy_3786bo

Casey Glass Says:
December 2nd, 2009 at 7:18 pm

Thanks for the tip Adam!

11 Trackbacks For This Post

Ikea Facebook Campaign | hellokinsella Says:
November 23rd, 2009 at 8:40 am

[...] via Share and Enjoy: [...]

Fresh From twitter.com/leahsoleil Says:
November 25th, 2009 at 10:26 pm

[...] @edwinschalk: IKEA Facebook Showroom Campaign: Great example of the impact social media can have: http://bit.ly/8vQuLh#socialmedia Scamville Shakeout: Was Gambit The Right Fall Guy?: I’m not sure any lasting [...]

SlideShare: McDonald?s Social Media Strategy | Digital Buzz Blog Says:
November 29th, 2009 at 9:49 pm

[...] McDonald’s hasn’t over played their hand in the social space so far, and that’s probably a good thing for most brands to consider when getting into social media. What I like about the McDonald’s approach so far, is that they are there listening, have become willing conversationalists and are activating engagement, BUT are not trying to be over night heroes in launching the next Whopper Sacrifice Campaign or Ikea Facebook Campaign. [...]

När slutar kampanjer vara kampanjer? « Newsdesk PR 2.0 Says:
November 30th, 2009 at 6:53 am

[...] i positiva ordalag. 100-tals bloggar, media, etc uppmärksammade succén. Mashable, C-Net, Digital Buzz, Bit Rebels, bara för att nämna några. För att inte glömma svenska [...]

Facebook As Marketing Tool | ACUHO-I News Blog Says:
December 3rd, 2009 at 1:50 am

[...] automatically added a line to their News Feed and IKEA was advertised to thousands. Check out this video to see how it?s done (and click fast, these videos are disappearing from the [...]

Ikea, Facebook y un Showroom interactivo « BUGS · BYTES Says:
December 4th, 2009 at 11:22 am

[...] cabo por parte de la agencia Forsman & Bodenfors en un ciudad de Suecia llamada Malmo (fuente: Digital Buzz Blog) y que el objetivo principal era atraer al público a la apertura de una nueva tienda de Ikea en [...]

Going Viral – Two New Great Ideas « Between the Briefs Says:
December 6th, 2009 at 5:18 pm

[...] The first one was for Ikea, created by Forsman & Bodenfors. I’ve somehow always liked the advertising for Ikea and now with their latest venture into social media, I think I like it still more. And here are my reasons for it. For starters, it makes me happy to think furniture can have life. Which is what Ikea’s advertising somehow manages to do… like in the “Decorate for the Holidays” campaign. And with the new Facebook campaign, they’ve managed to get people to engage, without trying too hard. That’s the second reason to like it. With the no-reins feel that social media tends to bring along with it, it’s easy to get swept away. But Ikea’s attempt was simply… simple. Not too gimmicky, not overly “Ah, look… we’ve changed the world!” types. And most importantly, it had Ikea involved via their store manger. Which means this wasn’t just something left to the agency to take care of by themselves, but also had the brand’s presence created through their person. And I’ll admit that I am partial to this set of social media advertising only because it makes a lot more sense, even if it isn’t all glitzy and glamorous. So here goes: [...]

Great IKEA promotion just using Facebook « Local Matters Says:
February 11th, 2010 at 6:39 am

[...] People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!” from this site [...]

Lean and mean Facebook campaign by IKEA « Seqwood Says:
March 5th, 2010 at 6:20 pm

[...] March 5, 2010 by seqwood Some of the best campaign strategies are simple, and none simpler than using the default “tagging” tool on facebook to help create a bit of buzz for an online competition. People were told that the first to tag their name on any item, would win it. (quote from: Digitalbuzzblog) [...]

Ikea y su manera inteligente de usar Facebook [en] Says:
March 22nd, 2010 at 6:20 am

[...] Ikea y su manera inteligente de usar Facebook [en] http://www.digitalbuzzblog.com/ikea-facebook-showroom-campaign-stra…  por zabal hace 3 segundos [...]

What’s Next for Broadway and Live Event Marketing » Entertainment Marketing News and Insights – 'the Situation' Says:
June 1st, 2010 at 11:51 pm

[...] nor do we believe that big budgets guarantee it!” I LOVE IT! Then there was Ikea’s Facebook Showroom campaign which helped promote the opening of a new store in Sweden. The campaign was simple – [...]

Daniel Hewitt Says:
November 23rd, 2009 at 10:20 am
Love it. Why try and re-invent the wheel, when there are so many great social interaction features out there that people are so accustomed to using.
Really nice work.
8apixel Says:
November 23rd, 2009 at 11:06 am
well done! I am totally inspired from this post! @Daniel: I absolutely agree
Jen Says:
November 24th, 2009 at 1:01 am
sheer genius!
Theo Says:
November 25th, 2009 at 1:12 am
An inspriring answer to the question: “what to do with social networks?” Great work !
Tony Says:
November 25th, 2009 at 3:04 am
The KISS formula worked here..nice!
mcangeli Says:
November 25th, 2009 at 5:01 am
What song is that in the video. Its very catchy!
Sanjeev Rajput Says:
November 26th, 2009 at 2:11 am
Great creativity. Good implementation.
Aaron Says:
December 1st, 2009 at 6:19 am
and the video is down.
Sounded cool.
Adam Says:
December 2nd, 2009 at 5:30 pm
here is a new link:
http://www.youtube.com/watch?v=0TYy_3786bo
Casey Glass Says:
December 2nd, 2009 at 7:18 pm
Thanks for the tip Adam!

Ikea Facebook Campaign | hellokinsella Says:
November 23rd, 2009 at 8:40 am
[...] via Share and Enjoy: [...]
Fresh From twitter.com/leahsoleil Says:
November 25th, 2009 at 10:26 pm
[...] @edwinschalk: IKEA Facebook Showroom Campaign: Great example of the impact social media can have: http://bit.ly/8vQuLh#socialmedia Scamville Shakeout: Was Gambit The Right Fall Guy?: I’m not sure any lasting [...]
SlideShare: McDonald?s Social Media Strategy | Digital Buzz Blog Says:
November 29th, 2009 at 9:49 pm
[...] McDonald’s hasn’t over played their hand in the social space so far, and that’s probably a good thing for most brands to consider when getting into social media. What I like about the McDonald’s approach so far, is that they are there listening, have become willing conversationalists and are activating engagement, BUT are not trying to be over night heroes in launching the next Whopper Sacrifice Campaign or Ikea Facebook Campaign. [...]
När slutar kampanjer vara kampanjer? « Newsdesk PR 2.0 Says:
November 30th, 2009 at 6:53 am
[...] i positiva ordalag. 100-tals bloggar, media, etc uppmärksammade succén. Mashable, C-Net, Digital Buzz, Bit Rebels, bara för att nämna några. För att inte glömma svenska [...]
Facebook As Marketing Tool | ACUHO-I News Blog Says:
December 3rd, 2009 at 1:50 am
[...] automatically added a line to their News Feed and IKEA was advertised to thousands. Check out this video to see how it?s done (and click fast, these videos are disappearing from the [...]
Ikea, Facebook y un Showroom interactivo « BUGS · BYTES Says:
December 4th, 2009 at 11:22 am
[...] cabo por parte de la agencia Forsman & Bodenfors en un ciudad de Suecia llamada Malmo (fuente: Digital Buzz Blog) y que el objetivo principal era atraer al público a la apertura de una nueva tienda de Ikea en [...]
Going Viral – Two New Great Ideas « Between the Briefs Says:
December 6th, 2009 at 5:18 pm
[...] The first one was for Ikea, created by Forsman & Bodenfors. I’ve somehow always liked the advertising for Ikea and now with their latest venture into social media, I think I like it still more. And here are my reasons for it. For starters, it makes me happy to think furniture can have life. Which is what Ikea’s advertising somehow manages to do… like in the “Decorate for the Holidays” campaign. And with the new Facebook campaign, they’ve managed to get people to engage, without trying too hard. That’s the second reason to like it. With the no-reins feel that social media tends to bring along with it, it’s easy to get swept away. But Ikea’s attempt was simply… simple. Not too gimmicky, not overly “Ah, look… we’ve changed the world!” types. And most importantly, it had Ikea involved via their store manger. Which means this wasn’t just something left to the agency to take care of by themselves, but also had the brand’s presence created through their person. And I’ll admit that I am partial to this set of social media advertising only because it makes a lot more sense, even if it isn’t all glitzy and glamorous. So here goes: [...]
Great IKEA promotion just using Facebook « Local Matters Says:
February 11th, 2010 at 6:39 am
[...] People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!” from this site [...]
Lean and mean Facebook campaign by IKEA « Seqwood Says:
March 5th, 2010 at 6:20 pm
[...] March 5, 2010 by seqwood Some of the best campaign strategies are simple, and none simpler than using the default “tagging” tool on facebook to help create a bit of buzz for an online competition. People were told that the first to tag their name on any item, would win it. (quote from: Digitalbuzzblog) [...]
Ikea y su manera inteligente de usar Facebook [en] Says:
March 22nd, 2010 at 6:20 am
[...] Ikea y su manera inteligente de usar Facebook [en] http://www.digitalbuzzblog.com/ikea-facebook-showroom-campaign-stra…  por zabal hace 3 segundos [...]
What’s Next for Broadway and Live Event Marketing » Entertainment Marketing News and Insights – 'the Situation' Says:
June 1st, 2010 at 11:51 pm
[...] nor do we believe that big budgets guarantee it!” I LOVE IT! Then there was Ikea’s Facebook Showroom campaign which helped promote the opening of a new store in Sweden. The campaign was simple – [...]