IKEA are known for affordable furniture and cool Scandinavian style. But not enough people know that the brand represents interior design expertise – in particular in small-space living.

We invited customers to an online home – ‘Small on space, but big on ideas’. Here they could see how to unlock the potential in their own home.

The 360° surround-video format allowed people to explore, either by following the narrator, or by clicking on product hotspot for tips, inspiration and product solutions.

Linking the content to the commercial site completed the user journey. And more importantly, maximised visitation to the site, and in-store.

During the campaign on average 2,000 people each day used our online planner, getting inspired to make more of their garden.

Our campaign generated an uplift of 7.5% in value of sales amongst those we contacted, compared with the control cell.

This far outperforms previous IKEA campaigns by an increase in incremental sales performance of 73%, and 86% in incremental visits.

Overall, we managed to gain a massive increase in total IKEA FAMILY members visiting the store by increasing outdoor product transactions by 55% and sales by a blazing hot 34%.

And gained a lively return on investment of 2:1.