As the IKEA catalogue is one of the most read books in the world, it makes sense for the featured models to consider their appearance as a breakthrough moment. This 2-minute commercial takes us into the minds of those models, who dream out loud of becoming celebrities while they prepare for the 2016 IKEA catalogue photoshoot. But if you’ve ever opened an IKEA catalogue, you’ll know: the IKEA catalogues are about furniture, not about models.

The film was aired on national TV, it featured in cinemas and it was part of an extensive Facebook campaign. Our content approach was to launch a Reach & Frequency in Ad sequencing with a total of 7 posts on Facebook. We started the campaign with 2 teasers to announce a look behind the scenes of the catalogue will be arriving soon. Up next, the hero video of our campaign was released, offering our audience a look into the world of IKEA’s overly ambitious models. A set of 5 prerolls, made out of additional footage, drew even more people to the hero video. Lastly, a sequence of 3 carousel photos was released to reinforce anticipation and incite customers to request their catalogue. This sequential approach created demand for the paper catalogue. Its distribution followed closely after the publication of the social videos.

Next to a targeted reach on Facebook of 1.675.891 users – meaning that 62% of our predefined targeted audience (W25-54) was reached – the campaign generated a global reach of 69.4 million. It received a widespread attention in PR with more than 300 articles featured in specialized press.

The distribution of the paper catalogue followed closely after the videos. This generated the effect of people opening their catalogues and looking for images of the human stars – giving some recognition to the unnoticed models after all.