In the bathroom of a house, we find the IKEA BOLMEN STEP STOOL with its price next to it, in what seems a very typical IKEA catalogue’s set-up. Very subtly we hear water running and the voice of a little girl with her mother. The shot opens up and we discover that the little girl is brushing her teeth, but she is not using the BOLMEN STEP STOOL, she is using her mother's lap instead...where she looks very comfortable.

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.