Ikea Second-Hand Furniture Campaign

Every day there are businesses and brands producing and publishing amazing content, and tightly integrating traditional media with their digital and social programs.

It wasn’t long ago that I was writing about Ikea’s awesome 2014 augmented reality print catalogue, and Ikea has knocked it out of the park again with their second-hand furniture campaign.

What they did

For the eight-week program, Ikea shared their media space with customers looking to sell their old furniture.

Ads were created for chosen participants’ used furniture. These ads featured professional photography, descriptions, prices, and contact information for the individual selling each piece. Then, they were run on a number of media channels including print, television, OOH, and digital.

Finally, Ikea Norway’s Facebook Page was turned over to their audience to serve as a digital flea market where these ads dominated their Timeline.

Check out AdAge for a more detailed description of the program and video that concisely summarizes Ikea’s activity.

Why it’s killer

What makes this campaign so amazing is that numerous lessons from social media and content marketing are applied seamlessly in Ikea’s integrated campaign.

Executing this campaign meant engaging and interacting with Ikea’s audience, the provision of huge value – not just for the sellers, but for buyers as well, and focusing not on selling product, but proving a brand promise.

It’s exciting when brands take a leap like this and do something that doesn’t immediately and obviously connect with sales. How does selling used furniture boost Ikea’s bottom line? It’s not so obvious, right?

But it does. It proves that Ikea loves furniture and that they are the go-to experts on, and providers of, cost-effective furnishing solutions. Whether it’s their product, or their consumers’ second-hand product, it doesn’t matter. At the end of the day Ikea has created a memorable experience for everyone touched by this campaign, which will build affinity, loyalty, trust, awareness, and ultimately, sales.

What can be applied to your business?

Personalize your mass media communications

Customization and personalized messaging are not relegated to being social media marketing tactics. Find ways to build contextual relevance in your mass media communications to truly gain your audience’s attention, versus blasting a forgettable message and hoping just enough will stick to affect your bottom line.

Shift focus from your business to your consumers

Whether you are creating social media content, or mass media communications, stay sharply focused on your consumers and what will add value to them versus what you want to say. Your consumers will appreciate you putting them first, and if you’re truly adding value, they’ll actually pay attention to what you have to say.

Create communication ecosystems

When planning social media, content marketing, above the line advertising, below the line advertising, or anything in between, consider how every touch-point can work together to enhance the experience your targeted audience has with your brand. Every time your audience has an experience with your brand it should build off the last to amplify the effect of each individual component. Keep adding value, and keep wowing your audience, and you’ll win consumers.

Get creative and take a risk

I can’t imagine this campaign was easy to pull off. Selling this through Ikea’s hierarchy to buy into this program would have taken guts. It would have been easy to kill this in favour of a more traditional campaign pushing Ikeas newest wares, but they didn’t. They took a risk and it yielded an amazingly creative campaign that has people paying attention. You will never achieve great things by doing what everyone else is doing. Take a risk.


What do you think of Ikea’s Second-Hand Furniture campaign?

What risks have you taken recently that have paid off?

Have you seen any killer content recently that you’d like to share?

It would be great to chat with you about your thoughts in the comments, or on Twitter @RGBSocial

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  1. […] Every day there are businesses and brands producing and publishing amazing content, and tightly integrating traditional media with their digital and social programs. It wasn’t long ago that I was w…  […]


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Advertising, Engagement, Facebook, Marketing, Outreach, Social Business


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