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there is something for everyone at IKEA
the challenge.
The well-known brand had built a reputation as the ideal, one-stop shop for starter apartments and student dorm rooms. While those looking for 'grown-up' furniture went elsewhere. And at a time when the much-anticipated, 64-year-old catalogue was due to reach millions of mailboxes, it was an optimal time to show the versatility and endless opportunities offered at IKEA.
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So, how do we get Canadians to truly see IKEA for what it is - a place that offers endless possibilities for anyone looking to turn a house into a home?
the insight
Home is a sacred space. It's a space all our own with hand-picked items and unique furniture pieces that fit our lifestyle. And there is no better place to see the world of possibilities you can create than as you browse each page of the IKEA catalogue.
where I came in
In partnership with Diamond and the team at IKEA, I was a core contributor to the brand strategy and go-to-market plan that delivered the right message at the right time to truly hit it home for the 77-year-old brand.
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