IKEA

Comments off | By · July 18, 2026

Campaign Diaries

Sweden

Ikea’s Marijke de Laat Wins Sweden’s Best Marketer 2026 in Home Furnishing Category

Brand: IKEA

Campaign: När livet händer

Source: https://www.resume.se/marknadsforing/tavling/ikea-ater-pa-prispallen-som-kategorins-sjalvklara-vinnare/

Goal: To establish Ikea as the leading choice in home furnishings

Claim: Creating a dream home doesn't have to be a dream for your wallet.

Media: Outdoor installations, digital museum, promotional book

Summary: Marijke de Laat, the marketing manager at Ikea, was awarded the top title in the Home Furnishings & Furniture category at Sweden's Best Marketers 2026. The campaign 'När livet händer,' a relaunch of a previous concept, has contributed to Ikea being perceived as a trustworthy and responsible brand associated with low prices and a wide range of products. Recently, Ikea has engaged in various installations across Sweden, enhancing its market presence significantly.

Campaign Diaries

No Brand Diaries found.

Home Furnishings Ikea Campaign Marketing Award

United Kingdom

IKEA explores ‘love at first wardrobe’ in a ‘dating show’

Brand: IKEA

Campaign: Storage is Sexy

Source: https://www.marketingdirecto.com/creacion/campanas-de-marketing/ikea-explora-amor-primer-armario-nuevo-singular-dating-show

Goal: To promote IKEA's storage solutions through a dating show format

Claim: Storage is Sexy

Media: YouTube

Summary: IKEA has launched a dating show in the UK where participants explore potential romantic partners by viewing their wardrobes. Titled 'Storage is Sexy', the show features contestants choosing dates based on how their IKEA wardrobes are organized. The campaign is produced by Mother, which has been IKEA's creative agency in the UK since 2010.

Campaign Diaries

No Brand Diaries found.

dating show IKEA Marketing Campaign Mother agency

Italy

Ikea tells the story of accessible design with ‘Smart also in price’, the new campaign by Ogilvy

Brand: IKEA

Campaign: Smart anche nel prezzo

Source: https://brand-news.it/brand/casa/arredamento/ikea-racconta-il-design-accessibile-con-smart-anche-nel-prezzo-la-nuova-campagna-firmata-ogilvy/

Goal: Show that saving does not mean sacrificing quality.

Claim: Smart also in price

Media: Online, social media, video on demand, radio

Summary: Ikea's new campaign 'Smart anche nel prezzo', created by Ogilvy, emphasizes accessible design as a result of intelligent planning rather than just price reduction. The campaign targets the needs of Italian consumers who are becoming more budget-conscious, promoting the idea that quality and functionality can coexist at affordable prices. The campaign will roll out across various media channels including online platforms and radio, and will feature influencer collaborations starting November 2.

Campaign Diaries

No Brand Diaries found.

affordable design IKEA quality sustainability

Spain

Ikea designs a furniture collection for young people who constantly change homes

Brand: IKEA

Campaign: Collection of furniture for young people who frequently change homes

Source: https://www.reasonwhy.es/actualidad/ikea-disena-coleccion-muebles-para-jovenes-cambian-constantemente-vivienda

Goal: To design furniture that caters to the needs of young people who move often

Summary: Ikea has designed a collection of furniture aimed at young individuals who frequently change residences. The campaign emphasizes the need for creativity and innovation in marketing to improve the way products are offered to this target audience.

Campaign Diaries

No Brand Diaries found.

furniture moving young adults

UAE

Victory tour 2026: Cannes Lions trophies handed to winning entries from the UAE

Brand: IKEA

Campaign: Is That A Pinntorp?

Source: https://campaignme.com/victory-tour-2026-cannes-lions-trophies-handed-over-to-winning-entries-from-the-uae/

Goal: To celebrate the success of UAE agencies at Cannes Lions.

Media: Print & Publishing

Summary: The Cannes Lions International Festival of Creativity victory tour 2026 took place in the UAE, where multiple agencies received awards for their campaigns, including Memac Ogilvy Dubai for IKEA's campaign and FP7 McCann, the most awarded agency with ten Lions for various campaigns.

Campaign Diaries

No Brand Diaries found.

Advertising Awards Cannes Lions UAE Agencies

Denmark

Ikea-CMO: The Good Creative Idea is More Important than Ever

Brand: IKEA

Campaign: Personalized Content Creation using AI

Source: https://bureaubiz.dk/ikea-cmo-den-gode-kreative-ide-er-vigtigere-end-nogensinde/

Goal: To create personalized content at scale using AI.

Summary: Ikea is leveraging AI for personalized content creation in their marketing efforts, aiming to enhance the relevance of their product images for various consumer segments. The company is currently in an exploratory phase of AI usage, focusing on optimizing product descriptions and images tailored to local insights and SEO. The discussion also touches upon the impacts of AI on agency pricing and the potential for companies to insource marketing tasks as a result of increased productivity.

Campaign Diaries

No Brand Diaries found.

AI in Marketing personalization

France

IKEA and Buzzman Offer a View from the Storage Spaces

Brand: IKEA

Campaign: New Storage Products Campaign

Source: https://www.cbnews.fr/creation/ikea-buzzman-offrent-point-vue-les-rangements

Goal: Promote reduced-price storage products

Claim: Get organized and save money

Media: Streaming sponsorships

Summary: IKEA has launched a new campaign with Buzzman to promote a range of discounted storage products. The campaign features five 15 to 20-second films that provide a unique perspective filmed from within storage spaces like closets and bookshelves. The campaign aims to showcase diversity in different scenarios and homes. Starting from September 1st, the films will be accompanied by sponsorships on streaming platforms related to popular TV programs.

Campaign Diaries

No Brand Diaries found.

advertising Buzzman IKEA Marketing Campaign storage solutions

Portugal

IKEA invests 34 million euros to lower prices and prepares a new store in Portugal

Brand: IKEA

Campaign: Price Reduction and New Store Opening

Source: https://www.imagensdemarca.pt/artigo/ikea-investe-34-milhoes-de-euros-para-baixar-precos-e-prepara-nova-loja-em-portugal/

Goal: To make home solutions more affordable for Portuguese families.

Claim: Making home solutions more accessible.

Summary: IKEA Portugal is investing 34 million euros in price reductions and is preparing to open a new store, aiming to make home solutions more accessible to families facing rising living costs. The investment focuses on a range of products, especially storage solutions, and continues a trend of expanding physical stores, including a new compact format already introduced in Coimbra.

Campaign Diaries

No Brand Diaries found.

affordability price reduction Store expansion

Sweden

IKEA’s History in Focus with New Book and Short Film

Brand: IKEA

Campaign: History Marketing Campaign

Source: https://www.resume.se/marknadsforing/kampanj/ikea-lyfter-sin-reklamhistoria-tittar-bakat-for-att-kunna-rora-oss-framat/

Goal: To celebrate IKEA's history and enhance brand engagement

Media: book, short film, digital museum, YouTube

Summary: IKEA Museum is marking 2026 with a major focus on 'history marketing' coinciding with what would have been founder Ingvar Kamprad's 100th birthday. They are launching a book, short film, and a digital museum about the brand's history. The book 'IKEA – Our History' is based on interviews with employees and archival advertising material. The short film 'Never standing still – A furniture dealer's testament' dramatizes parts of Kamprad's life and is produced by FLX. This campaign aims to provide insights into IKEA's past to inform its future.

Campaign Diaries

No Brand Diaries found.

digital engagement history marketing IKEA Museum

Sweden

Åkestam Holst Named Best Independent Agency in Europe

Brand: IKEA

Campaign: Where Life Happens

Source: https://www.resume.se/marknadsforing/tavling/akestam-ar-europas-basta-independent-byra/

Goal: To promote IKEA's brand and relevance in everyday life

Summary: Åkestam Holst was named the best independent agency in Europe at the Gerety Awards, winning gold and silver for IKEA's 'Where Life Happens' campaign, and additional awards for Pressbyrån's 'Behind the Logo'. The Gerety Awards recognize innovative advertising across various categories without traditional distinctions in media.

Campaign Diaries

No Brand Diaries found.

advertising awards IKEA independent agency marketing

Global

Ikea brings Kallax shelving unit to Skyrim as a character solving a real storage problem

Brand: IKEA

Campaign: Kallax Storageborn

Source: https://brand-news.it/brand/casa/arredamento/ikea-porta-in-skyrim-lo-scaffale-kallax-trasformato-in-personaggio-che-risolve-un-problema-reale-di-archiviazione/

Goal: To provide gamers with a storage solution within 'Skyrim'

Claim: Infinite inventory capacity for gamers

Media: Video game integration

Summary: Ikea has launched a campaign called 'Kallax Storageborn' in collaboration with Mother and Kinggath Creations, transforming their Kallax shelving unit into a character in 'The Elder Scrolls V: Skyrim'. This character addresses inventory management issues within the game, offering gamers unlimited inventory capacity and instant home organization mechanics, tapping into Ikea's expertise in home organization. The activation serves as a solution to a long-standing debate among players about storage challenges in the game.

Campaign Diaries

No Brand Diaries found.

gaming IKEA organizing solutions Skyrim

United Arab Emirates

Ikea and Duolingo Unveil the Secrets of Pronouncing Swedish Products and International Luxury Brands

Brand: IKEA

Campaign: The Swedish Test

Source: https://brand-news.it/brand/casa/arredamento/ikea-e-duolingo-svelano-i-segreti-della-pronuncia-di-prodotti-svedesi-e-dei-marchi-di-lusso-internazionali/

Goal: Engage users by challenging their pronunciation of Ikea products

Media: TikTok

Summary: Al-Futtaim, managing the Swedish retailer in the UAE, launched 'The Swedish Test' campaign with Ogilvy Amsterdam on TikTok to challenge users' pronunciation of Ikea products and teach them some Swedish words. The campaign aims to engage users for longer durations and addresses the notoriously difficult-to-pronounce names of Ikea products, building on previous promotional efforts to dissect these names.

Campaign Diaries

No Brand Diaries found.

IKEA Ogilvy pronunciation challenge TikTok

Brand

IKEA Campaign: När livet händer Source: https://www.resume.se/marknadsforing/tavling/ikea-ater-pa-prispallen-som-kategorins-sjalvklara-vinnare/ Goal:...