Al-Futtaim IKEA – ’Don’t worry, you can afford it’

Al-Futtaim IKEA X Impact Porter Novelli

Pet ownership in the markets Al-Futtaim IKEA operates in the Middle East is on the rise: with approximately 1.5 million pet owners, or as they prefer to be called, pet parents (source: Pet World Arabia exhibition in Dubai). IKEA’s goal was to connect with this emerging and growing audience by a one of the brand’s core values that resonates more in the region: Affordability. The idea was to highlight affordability by featuring iconic IKEA products accidentally broken by cats and dogs. Showcasing the heartfelt moments and challenges that pet parents often experience at home in their everyday lives, while also comforting them: with IKEA, their furry friends’ mischiefs are problems they can afford. The campaign was executed strategically, integrating digital and traditional media with a focus on social platforms like Instagram, Facebook, and YouTube. Collaborating with @KrisFade, an influencer with 1M followers known for pet parenting, bolstered engagement.