Inspired by the high percentage of Australians who treat dogs as a family member, our idea was to ‘launch’ the HUNDSTOL, the world’s first highchair designed especially for dogs.The promotion was designed to replicate IKEA’s product launch model, with consumer touch points across every channel. We built a hundstol ‘prototype’ and produced a ‘behind the scenes’ video for YouTube.News desks received a press release and hundstol imagery and we placed a press ad in all the national newspapers. IKEA’s social channels pushed out news of the hundstol launch, whilst a product page went live on IKEA’s website.

The ‘launch’ took the world by storm, making headlines across Australia. Every major national TV news program plus the 3 highest rating breakfast shows aired branded segments about the hundstol. Mass radio exposure and close to a thousand articles in print and online delivered over AUD$2m in earned media. The YouTube film, with no paid media support whatsoever, received over 300,000 views in 48 hours.Jude Leon – PR Manager, IKEA: ‘All our indicators demonstrated that the campaign delivered a significant positive impact on brand health, realigning the brand to our heartland territory of doing the unexpected’