The solution was a promotion designed to help people discover the possibilities for themselves. Using pop-culture sensation Robert Murraine to generate buzz, we asked Canadians: “Do you think you can decorate?”. We asked people for pictures of the rooms in their homes best decorated with IKEA products for a chance to win prizes from the New Collection.

During the week of the campaign launch, IKEA.ca recieved the most visits ever recorded in a single day. Robert Murraine’s popularity contributed to the spread of content virally as youtube and blogs contribute over 750,000 views. Overall, the campaign receives over 35 million free media impressions. This all contributes to a 58% increase in top-of-mind awareness and a 10% jump in sales at launch.