In 2019, IKEA wanted to show its commitment to sustainable consumption.

But due to their democratic everyday low prices, some people perceive IKEA as “fast furniture” with durability issues. So how do you talk about sustainability when people think your products are disposable?

On a day when every retailer on planet earth was talking about the low prices we have every day, we decided to demonstrate IKEA’s durability instead. With a sale featuring only used IKEA products found on Denmark’s largest second-hand marketplace (DBA), and a direct call to action to “check DBA.dk before you buy new this Friday”. We even took over our own home page with a banner re-directing people to discover the used alternatives.

As IKEA did not have any offers, we knew people wouldn’t come to the stores, but many would still visit online to see if there were any offers. So we kept the campaign strictly digital only with a few physical objects

We created an overlay of our webshop that would direct customers to a second-hand shop. At the same time we created SoMe posts and poster where we promoted second products that were being sold on that site

The Black Friday (Re)Sale inspired shoppers to save more and waste less, proving IKEA furniture doesn’t have to end up in landfill. The message was picked up by all national news carriers and major media outlets:

3.5 MILLION NEWS COVERAGE VIEWS ON BLACK FRIDAY

+40,000 RE-DIRECTED CUSTOMERS

+877% IKEA SEARCHES ON DBA

67% OF DANES REACHED