However, with only one store out of 7,107 Philippine islands, they could not reach many Filipinos. Unable to open up new physical stores, they created an online store to service more parts of the country.

Hence, the brand is dependent on IKEA.ph for its business growth. Unfortunately, the website’s performance has remained flat due to (1) poor awareness, (2) intense competition from e-commerce marketplaces, and (3) the proliferation of fake online IKEA stores which caused public distrust for buying IKEA online.

Hence, the ff objectives:

- Business: Grow sales despite physical store limitations - Marketing: Drive IKEA.ph website activity (the only official online store) - Communications: Drive awareness for IKEA.ph as the go-to alternative to the one physical IKEA store

Our creative solution is inspired by a shopper insight: While the e-commerce website can offer IKEA products to shoppers, online shopping misses out on what makes IKEA, IKEA. The brand is all about bringing its wide-ranging catalogue to life, inviting shoppers to see, touch, and experience their dream spaces.

This shifted our perspective: More than product accessibility, the gap we truly needed to bridge was experience accessibility. We needed to deliver the IKEA physical experience at scale.

So we thought: Fans can’t come to IKEA? Then we’ll bring the shop to them!

To do this, we created and deployed an iconic “This is an IKEA store” in various online and offline touchpoints to recreate the IKEA shopping experience. The visual had a QR code that led to IKEA.ph, closing the shopper’s path to purchase.

Our target audience are families, couples, and single homeowners in the ABC+ segment. Based on social media scans, they aspire to shop at IKEA, but have yet to do so because they think it’s inaccessible.

The challenge was to meet them where they are, showing them they can walk into an “IKEA store” wherever they are. True to the spirit of the IKEA shopping experience, we made our campaign: 1. Immersive - they could lounge on chairs in our activation locations just like an actual showroom 2. Share-worthy - we picked uncanny locations for our activations to inspire shoppers to talk about it online; and 3. Personalized - we scaled the campaign by letting anyone create their own IKEA store using our iconic visual magnifier

Within three months, 927 new “IKEA stores” were recreated across online & offline touchpoints.

To reimagine the shopper experience: IKEA placed actual products in public places such as restaurants, salons, gyms, clinics, and beaches. Each piece of furniture had real IKEA price tags that led shoppers to purchase via IKEA.ph.

To boost reach: OOH: E-jeepneys, Grab cars, and billboards on major commute routes were turned into IKEA stores via stickers.

To enable advocacy: In-store: Stickers were given away to encourage customers to put up their own “IKEA store.”

To raise awareness & advocacy: Instagram: IG stickers enabled IKEA fans to turn their posts into IKEA stores. PR & Influence: In what became a country-wide easter egg hunt, a slate of influencers searched for and documented our IKEA stores. Their content too became IKEA stores. Geo-targeted ads hit consumers with tailored comms, turning whole cities into IKEA stores.

A single store turned into 927 IKEA “stores” across online & offline touchpoints.

Communications: 450% more online foot traffic than physical store traffic New website visitors increased by 14% versus SPLY, arresting the -30% decline from the year before. Influencer posts: Over-delivered by 185% in reach and 238% in engagement.

Total Reach of Campaign: 46,651,823

Marketing: Volume of e-commerce transactions grew by 30% versus SPLY – a leap from the -17% decline from the year before. This is IKEA.ph’s highest volume of e-comm transactions yet.

Business: Website visitation: 101% achievement versus target.