Content Marketing Lessons: IKEA
From entertaining videos to educational campaigns, IKEA’s content marketing efforts are definitely ones that brands can learn from. Their vision statement is reflected through its customer-centric content marketing campaigns.
To create a better everyday life for the many people.
In this post, we look at 4 of our favourite content pieces from IKEA.
1. The Bookbook
Over 200 million product catalogues are printed every year (DOUBLE the amount of Bibles printed), it is no doubt one of the most popular publications worldwide.
In 2014, IKEA Singapore’s agency on record, BBH Asia Pacific came out with a video Jonathan Ive-style, titled “Experience the power of a bookbook”.
The award-winning video was strategically released just before the launch of Apple’s iPhone 6 and the lesson here suggests that print is not dead even in this technologically advanced society. This, in turn, resulted in in more interest in the IKEA catalogue book
2. “Cook This Page” Recipe
Known for its “assembly-required” pieces, it is no surprise that IKEA does the same with its cookbooks. They created the unique recipes on parchment paper with non-toxic ink where users could portion their ingredients on the paper. Once they’re done with the preparations, all they need to do is just fold up the paper and put it into the oven and there you have it! Voilà! Amazing, isn’t it?
3. Let’s Relax
In this content piece, the brand compared the lifestyles of people in the 18th century and present. The video emphasised people’s compulsion to socialise. In addition, it also addressed the severity of FOMO (Fear Of Missing Out).
4. April Fool’s Prank: Tablet Playground for kids
They have inspired, educated and entertained us, what else can they do? How about mindf**king the audience? IKEA Singapore pulled one of the best April Fool’s jokes when they announced their intention to take away their vibrant Småland and transform it into cold and boring tablet playground.
The results: This campaign got parents fuming about the very thing that their kids were doing at home and served as a wake-up call. And when IKEA finally revealed their true intent, it instantly brought back the smiles and praises of the consumers.