Every year, at the beginning of September, IKEA distributes 4 million catalogues to households all over Belgium.

Although people still expect to receive the new catalogue at the end of Summer every year, numbers show that the anticipation of its arrival has faded along the years.

So we wanted to find a way for IKEA to bring back excitement & buzz around the release of IKEA’s bible of interior inspiration.

In the IKEA film we listen in as the IKEA models dream out loud of becoming household names in TV, modelling, acting, and mentally preparing themselves for a life in the “spotlights”. But the catch is, that by putting the spotlight on fame seekers loudly operating in the background, we’ve put the real stars of the catalogue on the foreground. Because the models are only there to make the furniture look good, not the other way around.

The content approach we decided to follow 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 set the scene of the campaign behind the screens of the photo studio. Up next, the hero video of our campaign was released, offering our audience a look into the world of our overly ambitious models. Lastly, a sequence of 3 carousel photos was released to reinforce anticipation and incite customers to request their catalogue.

This sequential messaging approach allowed us to tell a complete story following a clear and specific order by which a user won’t have seen a post until he has seen the one before it. 

The distribution of the paper catalogue followed closely after the publication of the social videos.