Generating Awareness

Campaign Goal

IKEA wished to affect the purchase behavior of the curious interior-loving people of Denmark while fueling awareness for their 2019 catalogue. How? With the power of micro influencer marketing, of course. 

Campaign Details

The IKEA catalogue is one of a kind in terms of volume – there really is no comparison. To give you an idea of just how popular it is, get this: The Bible is the most printed book with an average quantity of 100 million copies each year. IKEA tops that with 210 million printed copies of their catalogue distributed worldwide each year. Way to go, IKEA. Right?

Nothing is as iconic as the IKEA logo printed in capital letters across a squared catalogue for the entire world to see what direction the trend of furniture and interior is evolving into. The IKEA catalogue has turned into an annual highlight for many interior lovers. And it brings a strong statement laying on the coffee table or just being scrolled through at a café. 

What better way to display the hype of receiving the newly released catalogue than with super trendy micro influencers showing it off in a decorative corner of their own home? 

This is exactly what happened in this POD campaign, featuring 390 interior-enthusiastic female influencers aged 25 – 49 years. The influencers were instructed to pick up the 2019 catalogue either at their local IKEA warehouse or by ordering it through the Brandheroes Headquarters. After collecting the catalogues, the influencer magic could begin. 

Influencers shot pictures of the catalogue in super aesthetically composed scenarios. Some influencers immortalized themselves reading it, others enjoyed the cover as a decorative piece of interior decoration. All influencers expressed their excitement and how they felt inspired by the new IKEA collection, encouraging all followers to grab a copy and explore the 2019 collection. 

The pictures all turned out gorgeous, which proved the strength of the ambitious Brandheroes influencer community. This campaign became the biggest micro influencer campaign, ever accomplished in Scandinavia. Along with IKEA, we delivered content to their marketing mix, integrating micro influencers into an even bigger content plan. 

390 posts by 390 micro influencers were accepted by IKEA and posted on Instagram with the traceable campaign hashtag #IKEAdanmark & #MakeRoomForYourself

 

Campaign Results

This Post on Demand campaign united 390 interior and design interested female micro influencers from Denmark to impact top of mind awareness of the release of IKEA’s new catalogue and collection. Collectively, they held a combined potential reach of 1.104.952 people, and their posts got 43.356 likes and comments, which amounted to an average engagement rate of 6.1%. The best engagement rate was a striking 29.4%.

The influencers delivered authentic content with genuine reach and noticeable passionate engagement – all complementing IKEA’s marketing mix.

 

 

The Brandheroes app is our Post on Demand service and is all about exposing your campaign and brand in front of a targeted group of our influencers (filtered by location, gender and influencer category), who pitches unique posts for you and thereafter engages their followers who has an affinity for your product category. You only pay for the posts that you approve and will receive full service - meaning that we take care of everything – from campaign creation and setup in app to approval of posts, payment of influencers and reporting, even product shipment.

The results will give you authentic post-on-demand content, genuine reach within a targeted consumer group, as well as, the good engagement rates, which micro-influencers are known for. And the bonus? Apart from content control, you’ll get the copyright for all the content and rights to use it infinitely across all your channels.

Location

Denmark

Influencers

390 local micro-influencers

Posts

390 posts in total

Followers

Total combined followers:

1.104.952

Reach

Total reach of all posts: 1.104.952
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Engagement

Total engagements: 43.356 likes and comments

Engagement rate

Average engagement rate: 6,1%

Duration

Post on Demand service over 14 days
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