We created the world’s first DIY Restaurant experience, where IKEA’s approach (having customers assembling their products) was applied to food.
We delivered 340 pieces of UK coverage – and 300 more internationally. We reached 91% of our target audience through editorial 6.7 times during the month-long campaign. We delivered social reach in excess of 20 million across channels.
Most important, over 12 million UK adults (including 30% of Londoners) were aware of the campaign and over 60% of those exposed said they were more likely to consider IKEA for kitchen or food purchases and 94% said their perception of IKEA improved.