IKEA hopes to leverage the 2022 SBD to increase customers’ attention and affection and land the New Smart Value as IKEA China’s New Brand Proposition. Through home furnishing inspiration and solutions centered on home storage, IKEA will win the attention and love of key customers - sophisticated ladies and working mothers.

For sophisticated ladies and working mothers,their New Smart Value focus on 3 points:Room for Self-expression,Room for Growth, and Room for Efficiency.As a brand closely associated with the home life of the masses, IKEA is committed to providing unlimited inspiration. Therefore, inspired by the concept of the meta-universe, we created an "IKEA Inspired Home Universe" on Tmall, depicting three new life possibilities for modern women and living their own new ideas of intelligent life through home storage solutions.

Life is full of endless possibilities.That’s why, for sophisticated ladies and working mothers, they cannot help wondering ”what if I lived a different life” if they have a chance.It will become Room for Self-expression,Room for Growth, or Room for Efficiency.

IKEA unlocks the “what if” for them – inspired by the concept of metaverse, we created a parallel home universe “IKEA Inspired Home Universe” that portrays three different possibilities of modern woman living out the NEW SMART VALUE through storage across home solutions. This immersive mini program hosted on the second floor of IKEA's Tmall flagship store, including interactive rooms, digital creative products, live streaming and one-to-one home consultation interpreted by the head KOL Liu Lian, Amanda and IKEA members. Consumers can explore and interact with each other, constantly unlock home inspiration, and place orders for inspired goods. They also can take photos of this attention-grabbing art setup and scan the QR code to explore more possibilities at the home universe.

During the whole marketing campaign, the brand was exposed to 150 million people on the whole network, which triggered consumers' continuous exploration of "new propositions of intelligent life".

Brand interaction reached 3.24 million +. The average interaction time of the IKEA Inspired Home Universe mini app was 46.6 percent higher than the industry average.