Home Goods
Case Study
Ikea
#IKEAFestival
A Creator-led Track that Became a Viral Hit
01
THE CHALLENGE
IKEA needed relevance with a younger audience. A notoriously hard crowd to crack. Gen Z has a low-medium disposable income, meaning they had to make careful decisions on how to spend money on furniture, perfect for IKEA. But we needed to get Gen Z talking about IKEA and a reason for them to consider IKEA differently, no small feat.
But since IKEA already had a new pop song ready to go viral and they were aiming for mass UGC on TikTok we knew just what to do. We needed to create the biggest, most viral, most musically driven, TikTok-errific Nordic campaign ever to dominate TikTok. But how?.
02
STRATEGIC SOLUTION
A great song is crucial to driving user-generated content on TikTok and turning trends into viral sensations. So it all started with a song and a drive to make Creator content that would show the Gen Z audience how to solve life’s bigger and smaller problems on a budget and with IKEA.
From there Creators were critical to seeding the content and music to the right audiences in a way that hit just the right note, tapping into their communities, expanding awareness of the song, and exciting them enough to take action by sharing the fun by using the track in their own UGC.
Now all it needed was a handle. What about: Ikea’s Summer Festival
03
CREATIVE APPROACH
Gen Z loves TikTok. And TikTok loves the latest song. Anyone and any song can go viral and often does. Our INSIGHT was that IKEA’s spiritual home, Sweden, has produced some of the most iconic pop music of all time. (ABBA, anyone?)
So IKEA is the perfect one to create a TikTok-perfect track, ‘Build the Flatpack’. Chock full of references to IKEA classics like the BILLY Bookcase, it would become the ideal soundtrack for a 3-episode home transformation series (before, during, and after) by influential creators around the world, inspiring imitations, covers, stitches, and a plethora of UGC.
04
CREATOR EXECUTION
The campaign ran globally in 16 markets: Australia, Austria, Belgium, Canada, Germany, Denmark, Ireland, Japan, Netherlands, Norway, Poland, Portugal, Sweden, Switzerland, UK, USA. Creators from each country did what they do best, making the content relevant and compelling, and sticky to their audiences.
Through POV and storytelling narratives, Creators brought viewers along on a journey of creativity about fostering a sense of mental wellbeing at home. ‘Build the Flatpack’ proved to be an instant, resonant hit, used by over 41k people across TikTok in their own content.
But the track wasn’t just a hit on TikTok, IKEA even gave the track added airplay in their stores, making it the soundtrack of the season.
05
SOLUTION (RESULTS)
The success wasn’t a subtle thing, it garnered a reach of 50M on TikTok (5x more than 2021 Oscars eyeballs), 41,000+ People used the “Build the Flatpack” track on their TikToks and UGC. Overall people spent SIX YEARS of viewing time interacting with Ikea’s Summer Festival idea (52K Hours) and created 285M Streams (A Double Platinum record!) of this track and its many spawned sound-alikes, UGC, and send ups.
43 Creators made 2.2M engagements and 248.3M views out of the simple idea of a Gen Z rallying cry around creating a better home space for your mental wellbeing and singing about Ikea’s flatpack contribution to it. Because, well… home is where the flatpack is.
