In order to promote IKEA’s storage and organizing product range, we thought about a target suffering from lack of space every day: fashion victims.

But we found out that there are people who suffer even more: their partners.

Generally, people addressed to IKEA’s private channels to express their complaints.

But through our campaign, we gave Messenger a twist, turning this media into a channel where users engaged with IKEA in a positive way, sharing their personal stories and asking for tips.

We launched a free helpline from IKEA: a Messenger service that allowed users to report the unfair situations they undergo and to receive support.

Day by day, through our social channels we shared solutions to make the most out of every space.

We supported the neediest victims of all: fashion bloggers’ partners, helping them to regain space through an IKEA survival kit.