IKEA campaign for Black Friday

Kunde:

IKEA

Opgave:

PR
Event
Campaign

Opgaven

For several years, IKEA has gone against the grain on Black Friday. The 2023 edition was no exception, where the furniture chain ran with a PR-driven campaign that grabbed the attention of the Danish media by turning the bargain fest on its head. Instead of a tsunami of yellow offers, IKEA increased prices tenfold on a range of products.

Eksekvering

"IKEA blows Black Friday and increases prices tenfold". This was one of many headlines in the Danish media in the week leading up to the biggest consumer day of the year. Through a well-planned PR campaign, IKEA wanted to challenge the common perception that good quality always comes at a high price. By multiplying prices, IKEA could poke fun at consumers and the myth that furniture is only long-lasting when it costs a fortune. A communicative strategy that aimed to shake up consumers' perception of IKEA products and emphasize the point of the furniture company's long-lasting, high-quality design at low prices. The messages tackled persistent myths about IKEA and its products as an exponent of the use-and-throw-away culture. IKEA also opened up to discuss sustainability and consumption at a panel debate for consumers, stakeholders and press as part of the campaign. Help handled the event planning and PR work for the panel discussion.

Resultater

More than 120 media mentions in national, regional and local print media
The campaign was also covered in TV and radio media such as TV2 News, Go' Morgen Danmark and P4
The initiative received widespread recognition on social media from both opinion leaders and industry profiles in communication and marketing
Panel debate at IKEA Copenhagen moderated by Cecilie Beck and a panel consisting of representatives from the Danish Parliament, business and consumers