Eurobest

rrrRRrr

THE SMARTS, Sofia / IKEA / 2019

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Overview

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Credits

Overview

Background

IKEA was about to release a new pet furniture collection - LURVIG. We had to promote the new collection on Facebook and Instagram and provoke people to click on the link of the collection in IKEA's website. The problem - there was no additional budget for this campaign except the usual 40 EUR that IKEA pay for promoting a post in Facebook.

Strategy

We decided to attract the audience by a post that looks like a stupid mistake.

Execution

On IKEA's official Facebook page we posted one stupid "rrrrRRRrrrRR". People accepted it as a big mistake and started sharing it and asking IKEA "what's wrong with you?". IKEA started answering on all questions but only with "rrrrRRRrrr". For 48 hours IKEA was only "rrrrRRR-ing" on every comment and reply in Facebook and Instagram. Until we revealed the truth - IKEA was purring from pleasure because the new pet collection is here.

Outcome

With just 40 EUR for promoting one single Facebook post: 3 times more people (than usual) clicked the link of the pet collection.

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