Digital content strategy
•In IKEA’s website, create a separate column to showcase these products. Start with how they were made and then follow on to their lives every day. Give each product a character that people can connect with. The products can play a role in suggestions, telling a joke for the day and the storyline for the products can be built.
•The idea is to get these characters trending and for consumers to relate to them and love them. Once these products have become quite famous, we can then organise an event with these products- almost like a meet-and-greet at the stores. People can take pictures and post it online.
•Every idea that trends gets media attention. We can also invite media for 1:1 with the famous characters.
•As for sustaining this idea, work with an artist to create a weekly column in the media for a series of comicstrips around what happens in the room where the particular furniture is located “Business of Bed” “Rocking the chair” etc.
•As soon as possible. Building these characters takes time and to build a solid brand property for IKEA using these characters would take minimum three months.
Meet our furniture ~ IKEA.
•Create brand awareness for the hero products from IKEA
•Drive brand differentiation by owning this series
Key Message:Learn more about what makes us special. Our furniture each has a story to tell
Focus Narrative: Each furniture is unique. It has feelings and emotions. Understand your furniture and know how much pain goes into making it. Yours truly, IKEA.
Approach: What: How: When: Where: Digital timeline and graphic strips on owned media.
What: Create specific characters for your hero products. Select a chair, table, sofa and bed set for this series. Create characters for the furniture. i.e. Clair the chair, Tell it all at the table, Sophie the sofa and Business of bed.