IKEA has a global reputation for clear, step-by-step instructions—and for encouraging us all to flex our DIY muscles. With their ready-to-assemble furniture and innovative home accessories, it’s no wonder they’re the world’s largest furniture retailer.
So, what could a simple, step-by-step creative ad campaign look like? With more people wanting to remodel their homes, IKEA knew Pinterest was the perfect place for decor-inspiring possibilities.
IKEA
Creative Strategy
The Brief
Statistics show that searches for renovations are reaching all-time highs, up 28% in Q1 2021 vs. Q1 2020 and 65% higher than searches in Q1 2019. How do we bring this to life virtually for those who cannot go into stores due to Covid-19?
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The Solution
A first-to-market chatbot quiz that brought people to a customized Pinterest board, giving them ideas to make their home feel like a dream getaway.
Room & Boards
We partnered with media agency Wavemaker and Ogilvy to build a custom quiz experience, called “Renocations,” that took the guesswork out of what to buy for your home. The quiz started with the chatbot “Travel A.I.Gent” asking a series of questions to determine someone’s favorite place to be—at the beach, in nature or at the park—along with an activity they love to do there.
At the end of the quiz, Travel A.I.Gent opened a Pinterest board of product recommendations, showcasing small-scale renovation ideas. From there, people could find the perfect staycation-worthy items to recreate their favorite outdoor spaces inside their homes.
“Pinterest is on the forefront of marketing to consumers in new ways. And since it’s the go-to destination for inspiration, it’s a natural environment to play in.”
— Shideh Hashemi
Country Marketing Manager, CMO, IKEA US