IKEA Norway wanted the 2012 catalogue launch to last longer than the usual 1-day-launch, and wanted to involve the many people, their homes and learn more about how important our homes are to us. They wanted to engage more people, and strengthen their position as the leading home furnishing company in Norway. The solution was the People's IKEA catalogue with pictures from Norwegian homes and interviews of Norwegian families, as well as the launch of the traditional catalogue in 50 homes, making the launch unique and authentic.

In addition, a press event was held in a typically Norwegian home, where the family told more about their everyday life. Pictures and content to People's IKEA catalogue were gathered through a Facebook app and through home visits in different parts of Norway by a journalist and a photographer. The campaign engaged tens of thousands of people, both personally and virally, and over 30 influential interior journalists attended the press launch. The People's IKEA catalogue was launched at an event in October, engaging many journalist, opinion leaders and bloggers.

We started gathering quantitative data in June 2011. At the end of July 2011, the Facebook app went live. The app allowed users to see how their own living room would look on the front page of the IKEA catalogue. 15 families were recruited for the visits from the journalist and the photographer, in the cities where IKEA is situated: Trondheim, Bergen, Stavanger, Kristiansand and Oslo.

In IKEA's newsletter we invited people to have catalogue launches in their own homes. Some 1,500 applicants applied to host launchess. In the end 50 homes across Norway hosted launch parties, with a main event in Oslo attended by interior journalists who saw what real people want their homes to be and how IKEA can help them achieve it. The People's IKEA was launched in October, and mails with URLs leading directly to your picture were sent directly to all those whose picture was chosen.

Some 40,000 people visited IKEA's app on Facebook and more than 500 pictures of people's homes were uploaded there. The Facebook group saw a 10% increase during the campaign. 81% were women, IKEA's main target group.

30 interior journalists attended a press launch of the catalogue, so far resulting in nearly 40 media stories and 40 bloggers have covered the catalogue or the People's IKEA Catalogue.

A qualitative survey of host homes and interior journalists showed all respondents felt this year's catalogue launch was different, unique and relevant to IKEA.Pictures from the Facebook app, the results of the reporters' visits in Norwegian homes and quantitative research resulted in The People's IKEA catalogue, which was reviewed in Norway's 2nd largest newspaper (in the same manner as a book) and blogged about on over 30 blogs.