The challenge furniture brand Tok&Stok faced was how to communicate that they sell easy to assemble furniture. If one is not an Ikea, the task doesn’t seem to be easy. However agency DDB Brazil cracked it with a cool Twitter-based campaign where the assembling manuals were reduced to a maximum of 140 characters and posted as tweets!
To view the tweets from the campaign visit Tok&Stok’s Twitter account.
Ikea shows its versatility by doing something most brands never attempt. A different commercial every day. Lemz Amsterdam sends out a new spot daily for 365 days.
To keep pace, the team produces 15 commercials in a day. That buffer keeps them ahead of schedule so they can deliver daily ads that feature online and appear randomly across TV stations.
This is the case study film of the campaign, which continues today.
What is the Ikea 365 Campaign?
A campaign where Ikea runs a different commercial every day for 365 days.
Who creates it?
Lemz Amsterdam.
How do they keep up with daily output?
By producing 15 commercials in a day, creating a buffer so daily publishing stays consistent.
Where do the ads run?
Online and randomly across TV stations.
What is the core idea it proves?
Versatility, shown through relentless variety and sustained daily delivery.
You see a photo of an Ikea showroom in a Facebook album. The caption is simple. Tag the product you want. If you are first to tag it with your name, you win the item. One photo turns into a race. One tag turns into a claim.
Facebook is getting cluttered with brands screaming about themselves. Forsman & Bodenfors from Sweden leans into the platform instead of fighting it. They turn a basic Facebook behavior. Photo tagging. Into the promotional mechanic.
To promote the opening of Ikea’s new store in Malmö, Sweden, the campaign starts with a profile for the store’s manager, Gordon Gustavsson. With a small media budget, the experience is designed to spread through participation rather than paid impressions.
The mechanic converts attention into action immediately. People do not just look at product photos. They interact with them. The tagging action creates public proof that others can see, and it naturally spreads Ikea products across networks without adding extra friction.
What is Ikea’s Facebook Showroom?
A Facebook campaign for Ikea’s Malmö store opening that uses photo tagging as a “tag first, win the item” mechanic.
What is the core user action?
Tag the product you want in the store manager’s photo album. First tag wins.
Who runs the profile and album?
The campaign centers on a profile for the store manager, Gordon Gustavsson, who uploads the showroom photos.
What makes it spread without heavy media?
Tagging is already a native Facebook behavior. Each tag is visible and shareable, so participation creates distribution.
What is the transferable pattern for brands?
Turn a native platform action into the promotional mechanic, and let the audience do the distribution through participation.
