Increase IKEA's brand KPIs: Brand Desire, Emotional Meaning and Inspiration in order to strengthen IKEA's long-term business results in a market with increasing competition for consumer attention.

The World Happiness Report showed us that Denmark is among the happiest countries in the world, and IKEA's Life at Home Report shows that Danes are those who spend the most time at home. So we asked ourselves the question: Is the answer to the Danes' happiness in the way they live at home?

TA: Primary: women 25-49 years, the primary decision makers when it comes to home changes, that IKEA wants to retain as customers. Secondary: Danish population, which IKEA wants to attract as customers.

In Denmark, there is a high interest in interior design, the retail market is characterized by strong competition, and in the category ‘value for money’, where IKEA DK is placed, there are many competitors. Although IKEA DK has a strong position, there is a continuous focus on strengthening the position and building on the brand story to stand out and thus ensure the business results in the long term. The Danes are even used to seeing strong branding campaigns from IKEA DK, why we needed to use extraordinary methods to get the Danes 'attention and put the Danes' life at home on the agenda.

Phase 1 – Recruiting the Happiness Hunter world wide:

Phase 1 went live digitally, but was carried by a number of extraordinary OOH locations in Sydney, London, Tokyo, New Zealand and Route 66 in the United States.

Phase 2 - Stay in Denmark:

In phase 2, Roy and Yaya moved to Denmark, and while hunting for happiness, a camera crew followed them around. Along the way, Roy and Yaya shared their experiences on Instagram and national PR got up close with the two and their immediate reactions.

Phase 3 - Home of Happiness branded reportage :

The series was published on a dedicated IKEA microsite together with ‘how to’ design guides for happy living.

Native distribution, Instagram, Facebook, Youtube, Programmatic web TV as well as a native collaboration with Danish TV station Tv2, ensured traffic to the webisodes.

- The campaign has strengthened IKEA's brand and improved the campaign's KPIs: Brand Desire: 11% increase, Emotional Meaning: 16% increase, Inspiration: 11% increase

- The 6 webisodes lasted between 5-8 min, had an average viewing time of 5 min, a VTR of 71% and the campaign reached 2.13 million. people in Denmark.

- Sales have increased by 5%

- International PR: 3.3 m article readings, 29.1 social shares, 25M in social reach.

- National PR: 25.3 mio. readings