IKEA is a democratic company. This also applies to their design philosophy - that the company calls democratic design. A philosophy of enabling function, quality and design at a reasonable price. Our goal was to let more people know this.

In order to get more people to understand what democratic design entails, we began to hijack ongoing events and discussions online. With inspiration from internet humor, we identified trends and talked to our customers in their internet-based languages. In this way, relevance was created independently of purchased media.

The execution was a set of posts on Social Media. They borrowed the tone of voice of internet humor phenomenons and hijacked ongoing topics and discussions. This meant that they were a perfect fit into our customers feed, since our communication was aligned with whatever trend was going on at the moment. Thanks to their relevance, the posts quickly spread organically.

In total, all posts had an effect on:

Earned media:> $9 200 00

Impressions: 1.04 billion

Interactions: 3.02million

Mentions: 83K