- Promote the “storage accross the home” concept and position IKEA as the expert in storage.
- Create a moment of exchange and sharing between IKEA teams and influencers.
CHALLENGE
ACTION PLAN
IKEA By Night, an immersive experience in a night-time store, featuring a personality test, an introduction to the “storage” theme, a team tidying challenge, giant hide-and-seek and a 100% Swedish dinner.
A unique and fun storage experience. Very little information was revealed about this event, with guests knowing only two things: the date and venue.
Guests include: @pause_deco (700k), @barbaraevenn (275k), @nico_tine84 (187k), @lesmauvaisesherbesoff (165k), @@rose.poudre (154k), @soa_toi (138k), @marie.mt (138k) …
RESULTS
- 17 activated influencers
- 59 pieces of content, including 49 Instagram stories, 4 Reels and 6 TikToks
- 8 M estimated impressions
- 4 M€ in EMV
