LIKEA: Crafting everyday moments into shared stories

Memac Ogilvy

While IKEA is a global leader in home furnishing, Bahrain’s small market size and strong competition made it difficult for the brand to differentiate itself and maximize engagement with consumers. Amidst a competitive and price war driven market, we approached IKEA with a proactive campaign that placed customers at the center and enhanced brand perception by showcasing IKEA products in inspiring lifestyle contexts that make consumer’s lives better.<br /><br />The LIKEA campaign strategically and emotionally leveraged the power of language, idioms, and the carefree nature of IKEA to position the brand as a vital part of everyday life. The campaign utilized a multi-channel approach combining digital, user-generated content, and in-store experiences to enhance brand affinity.<br /><br />What started off as a proactive idea with zero budget resulted in an playful and impactful campaign that achieved earned media, local and international recognition, and a strengthened brand presence, demonstrating the campaign’s effectiveness and creativity.