“The IKEA Button” - world's first one-button shopping solution that will help everyone to prove that there are a lot of goods in IKEA at affordable prices for any budget.

"The IKEA Button" – world's first one-button shopping solution. Integrated directly into the IKEA website.

As you press the button the sum goes up. Minimum sum was only 6 rubbles! Release the button at any moment to see a selection of IKEA products you can afford. Add the products you like to your shopping list and replace those you don't need.

We decided do not create a classic advertising campaign. Instead of that we had created nice and unexpected tool in IKEA style that helps to prove for consumers that IKEA has a lot of goods at affordable prices. Integration directly into the IKEA website gives consumers the opportunity to add the products that they like to the shopping list and not just play.

This digital tool has a small media budget and the main channel was IKEA.ru website.

Brand successfully break through the clutter and improve the perception of IKEA goods availability without much media investment and using only one channel:

– Attribute "low prices in IKEA" growth + 4%.

Also brand achieve a high level of audience involvement:

– 335 000 unique users use “The IKEA Button”;

– More than 1 million users once used “The IKEA Button";

– 104 000 products have been added by users to the shopping-lists;

– 40% of users, taking advantage of "The IKEA Button", continued interaction with IKEA.RU site (more than 3 times higher than the average for the IKEA digital-activations).

Business results:

– Household goods sales growth +12%;

– Traffic in the IKEA stores growth + 7%;

– Traffic on the IKEA.ru website growth +8%.