This piece of quick thinking and rock-solid media relations drove a commercial response around the world.
We landed over 75 pieces of UK coverage within 24 hours. There were 700 pieces of coverage for the story worldwide. We reached 27 million UK adults through editorial –getting to 58% of our core IKEA audience on average 3.4 times in just 24 hours.
On Twitter alone we reached 151 million users 5.16 times and delivered 778 million impressions.
UK searches for FRAKTA or “IKEA blue bag” rose 850% over the five days following our story. Site traffic rose by 90% over the same time period (and FRAKTA sales were up 14%).