PROBLEM
IKEA already lives in people's homes, their inside jokes, and their internet feeds. The brand didn't need to force its way into culture; it just needed content that knew how to meet people where they already were.
INSIGHT
IKEA was already all over people's feeds: in memes, in room inspos, in the cultural conversation. We didn't need to force our way in. We just needed to show up and let people know we were joining the party too, on their turf, in their language.
SOLUTION
We announced our TikTok launch by recreating iconic ads people already knew and loved. Then we kept showing up where culture was happening: imagining Barbie's Dreamhouse in our showrooms, dropping a meatball collection that was the talk of the town, and listening to what people were already saying so we could meet them there. The goal was simple: show that you can find home within IKEA on your feed, the same way you find it in our stores.
