Can sliding into DM’s be a viable marketing strategy? ?? For IKEA — it was. Between the hours of 10pm and 5am, IKEA DMed people a “u up?” text. Some of those who responded were then rewarded with a free mattress. ??? This DM campaign was a simple yet strategic way to double down on the pain points their audience faces. It’s all about meeting the right people at the right time — and for IKEA that was between 10pm and 5am when people were struggling to fall asleep. We’re also seeing a rise of brands using more of a playful and conversational tone of voice to better relate to their consumers. ?? Consumers today hate ads that feel like ads, meaning brands have to think of more creative ways to organically engage and provide value to consumers. Creating relatability around the shared experience of insomnia helped IKEA win the right consumers over when their frustrations around sleep were most prominent. What did you think of IKEA’s DM campaign? Let us know your thoughts in the comments below! #ikea #advertising #marketing
When I first read that, my immediate response was "No!" and thinking IF it worked it better be something pretty incredible. Turns out, I was right. And so was IKEA! That's awesome!
It's always nice seeing campaigns utilize 'time' as an angle in their insight, turned out great!
Google "Durex IKEA ur up" - now that was a campaign ??
It's simple yet effective.
Abigail Swanson this is pretty rad.
Founder & Creative Director at Rotev
1 周I've been following your page for a while now and really enjoy your posts and the way you break things down. Not sure if it’s the work of a well-trained LLM or an insanely talented human, but either way, you deserve major props. Keep up the awesome work!