This campaign is composed of 3 different executions. We will show one of our best baby furtinures: our ANTILOP Highchair, the SMÅGÖRA cot and the BOLMEN step stool. As if it were an IKEA catalog, we will start showing each product with the price next to it and the camera shot will open up to surprise us with something interesting: none of our products are being used by babies, on the contrary, babies are much more comfortable on their parents' chest or lap. And finally, the following message will appear on the screen: IKEA, proudly second best.

Despite IKEA being the first option that parents choose for children’s furniture, it is not the first choice when it comes to kid’s choice, since they always prefer to be with their parents. The brief was to highlight to parents the wide selection of children furniture that IKEA offers. The main objectives were to highlight the products and create an emotional bond, especially with first-time parents.

With a limited budget, we were able to create a campaign that had an emotional impact not only on our clients, but on all parents in the selected regions all across audiovisual, social, OOH and printed media.

Earned Media $ 235M

Brand reach increased by a 8,1% in UAE, 7,3% in Qatar and 9% in Oman.

Web traffic in Children’s Collection Page increased by a 37% compared to the same period in 2022.

Online revenue increased by a 7,4% in Children’s Collection compared to the same period in 2022.

6,3% increase in Children’s Collection in-store sales compared the same period in 2022.

IKEA Children’s Collection was reinforced as the first option for parents.