IKEA is a renowned furniture and home accessories brand of Swedish origin founded in 1943 by the Scandinavian businessman Ingvar Kamprad. Its popularity has managed to leave Europe with its more than 400 stores around the world, of which 20 are in Spain.
Currently we couldn't think about renovating our space without IKEA stores coming to mind, but how has it been able to position itself to the level of becoming essential? The answer is found in its countless products at reasonable prices and its digital marketing strategy managed under strict market research.
Trendy products for a diverse audience
University students, newly married couples or families with small children, all find the solution for their home at IKEA.
Despite its extensive target audience, the retail brand offers trending products for all of them through its recommendations blog. A clear example of this strategy dates back to the success of Marie Kondo and her KonMari method, causing IKEA to quickly join the minimalist branch, promoting from cabinet organizers that optimize space to benches with visibly subtle geometric shapes, attracting completely new buyers.
Audiovisual commercials
YouTube is the second most visited website in the world and the first focused on audiovisual content according to the Alexa ranking. IKEA has taken advantage of this event to focus a large percentage of its marketing campaign on the video platform.
In their commercials it is common to see diversity and inclusion, as well as modern families of different generations interacting while telling stories in an inspiring, irreverent and educational way.
The absence of a script in the videos directs attention to the furniture and home accessories, which is what the Swedish company seeks to sell.
Managing social media
When social networks began to emerge, large companies did not pay attention to the potential they would have in the future, however IKEA was already working on creating personalized content that is adaptable to screens of different sizes.
Taking into account the franchise model managed by the brand, there are Facebook, Instagram and YouTube pages for each market in which they operate.
In Facebook, the page with the most followers is the official one of the brand with more than 30 million followers. This is segmented by geographic location and language. The publications are similar in all profiles thanks to the colors, fonts and messages used between franchises.
On Instagram the most followed account is IKEA USA with 2.3 million followers. All profiles have a virtual store to make purchases directly through the application.
As on Instagram, on YouTube the most followed channel is IKEA USA with 310,000 subscribers, followed by IKEA Spain with 149,000.
