![]() The retailer extended that sustainability focus into 2021 with a campaign that attempted to make a mammoth issue like environmentalism more accessible to the average consumer while positioning the retailer as a helpful solution. The effort, dubbed " Don't Let the Holidays Go to Waste," focused on how scaled-back celebrations could still occur without food waste. When the pandemic first forced consumers to reconsider their holiday plans last year, Ikea's approach was to respond with a message around sustainability. We try to take those consumer cues and work them into what we're doing," Whitehawk said. "Folks may be entertaining in a much smaller way than they have in the past, but maybe this year expanding that a bit. Dishes, sofas or other goods in the background of Ikea's marketing creative might occasionally be out of stock or on backorder, but the team works to ensure the items heavily promoted in ads are available on store shelves for shoppers. Mother and Whitehawk's team constantly "wash" products to ensure they're promoting only the items that are in stock and have ample distribution. Ikea's latest effort arrives amid global supply chain disruptions that span industries. The video, which was developed last spring and produced over the summer after testing, casts a wider net to capture a more general audience. The side-by-side efforts pursue different consumer segments, with the product-focused push targeting people in Ikea's database who have engaged with the brand's content online or are actively browsing for home goods. "That would be the more traditional holiday angle, giving you those ideas and insights for how to entertain, how to make a warm, cozy welcoming home as well as gifting ideas," Whitehawk said. Gift ideas and communications around preparing the home for the holidays will slowly roll out as the holiday season ramps up. ![]() The spot fulfills a brand-building role around home as a place of sanctuary and how Ikea can support that, while a separate product-level marketing push simultaneously focuses on bottom funnel activity to drive sales. The 60-second spot is the first move by the retailer to ease into fall coziness in the holiday lead-up, according to Christine Whitehawk, marketing communications manager at Ikea U.S. The new brand-building campaign premieres ahead of a more product-focused effort around the holidays and comes after Ikea created a new chief creative officer role earlier this year. "Every Home Should Be a Haven" shows the colorful, muscular bears helping a family bond in a living room fort, even crushing someone's work phone so they can enjoy a fun night at home without life's outside stressors. ![]() ![]() Ikea kicks that to another level in its latest ad campaign, depicting a set of adorably buff bears providing companionship and literal security as they guard a home's front door. Teddy bears are a universal symbol for comfort and security, with the cuddly toys often evoking memories of emotional soothing as a child. Campaign Trail is our analysis of some of the best and worst new creative efforts from the marketing world.
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