Social and Influencer > Social

KIDVERTISING

JSC INSTINCT, Moscow / IKEA / 2014

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Overview

Credits

OVERVIEW

Execution

We created a digital platform as a part of integrated campaign CREATE WHAT YOU WANT which help us to collect drawings from kids all over Russia.

These drawings then became the OOH campaign.

Outcome

Results:

- 30 thousand people, including 10 thousand kids visited the event in MUSEON

- Over 80,000 people visited the web site, time spent on website - 4 minutes.

- Over 500,000 people viewed the TV commercial on YouTube

Launch campaign enjoyed vast coverage in leading Russian media:

- AVE (advertising value equivalent): 13,187 304 RUR

- PR Value (AVE*4): 52,749 216 RUR

- SALES went up by 23%

Strategy

Parents know that children are full of incredible ideas and want to develop their kids’ talents.

Yet less than 30% of parents in Russia take into consideration their kids’ opinion. Even though home is the place where kid’s talents emerge and develop first of all.

That is why IKEA wants parents to listen to kid’s opinion even in home furniture issues. To help kids to communicate with parents and unleash their imagination IKEA made kids center of the new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and gave them freedom to make the advertising campaign during the whole year.

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