Goals and objectives
The campaign aimed to achieve a total of 40,000 page views while building brand recognition and positioning IKEA as the go-to solution for wardrobes and storage. The objective was to create a relatable, engaging concept that would resonate with a broad Swedish audience.
KPI's
The campaign significantly exceeded expectations, with the three featured articles generating over 128,000 page views - more than three times the benchmark for similar content. Reader engagement was notably high, with above-average reading times. On social media, the campaign reached 161,000 users across Facebook and Instagram, achieving a click-through rate (CTR) 50% higher than the industry benchmark.
Target audience
Geography: Sweden
Demography: Adults with an interest in home organisation, particularly those in need of storage solutions
Psychography: Individuals who value practical, affordable home improvement solutions and are likely to engage with content that reflects everyday challenges in a humorous or relatable way
Strategy
Unlike most IKEA campaigns, which typically benefit from generous budgets, this initiative was a compact effort with a budget under €20,000. The goal was to highlight how easy it is to organise a wardrobe using IKEA products. The strategy focused on simplicity and relatability, tapping into a universal truth: most people have messy wardrobes. By playfully addressing this common issue, the campaign aimed to drive engagement through recognition and authenticity.
Creative idea
The campaign centered around a user-generated competition titled “Sweden’s Worst Wardrobe.” Members of the public were invited to submit photos of their most cluttered wardrobes. Three winners were selected based on the level of disorganisation. These individuals received professional help from IKEA experts, who used IKEA products to completely transform their wardrobes. The makeovers were documented through both text and images, resulting in compelling native content published on the lifestyle platform Leva&Bo. The use of real stories and visuals provided authenticity and relatability, which played a key role in the campaign’s success.
Channels
The campaign was distributed through Expressen’s lifestyle site Leva&Bo, leveraging its established audience and reach to maximise visibility and engagement.
Learnings
The campaign demonstrated that simplicity can be incredibly effective, especially when paired with a universally recognised brand like IKEA. A clear, relatable concept supported by authentic storytelling can yield exceptional results—even with a limited budget. The campaign's success across Expressen’s subpages, including Leva&Bo, underscored the power of straightforward ideas executed well.
Surprising Insights
One of the most surprising insights was how strongly the audience connected with the theme of messy wardrobes. The campaign’s playful tone and real-life transformations resonated deeply, proving that even mundane topics can spark high engagement when approached creatively and authentically.