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Objective / insight

• People love Ikea. But studies show that people love the brand more than its actual products
• This is a challenge for IKEA’s market share in the long run
• The Brand wanted to re-ignite a more emotional relationship between customers and IKEA’s Products by Showing the thoughtfulness built into every product inspired by real life
• The key idea was that google has become the common entry point to the emotional domestic problems

Implemented strategy

• We all secretly ask for help with questions like “ My Husband snores” “he can’t say he loves me” ”My son plays too much computer games” etc…
• Ikea Identified the most common questions, and used them as their starting point of innovation
• Ikea retail therapy renamed a large number of IKEA’s products after Google searches
• Every search for common relationship problem led to a renamed IKEA product , that solved problem
• In this way, Ikea invented a more emotional way to use paid search, and turned a search hack into new creative way of working