Ikea Retail Therapy|海报/平面|广告营销案例【ADGuider广告指南】

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宜家零售疗法

案例简介：概要瑞典人喜欢宜家品牌，但却逐渐不再喜欢宜家的产品。在瑞典，购买宜家家具已经被视为一种传统而无聊的选择，这威胁到了长期的渗透和市场份额。为了重新点燃对宜家产品的热爱，我们推出了一个新的传播概念 -- “生活发生的地方”。这个概念旨在强调每个宜家产品的体贴，并展示宜家所有产品是如何设计成在顾客生活中扮演重要情感角色的。宜家对人们真正生活方式的理解体现在每一种产品上。这项任务的目的是创建一个数字倡议，帮助重新点燃对宜家产品的热爱，展示它们的情感价值。关键目标是增加对产品的喜爱，并表明宜家在生活的每个阶段都有产品。战略关键的见解是，谷歌已经成为我们都在努力解决问题的共同切入点 -- 我们都在寻求帮助的朋友。通过深入搜索谷歌关键词，我们发现了瑞典人在家里最常见的人际关系问题。通过了解人们提出的问题，我们可以通过重命名产品来突出相关和有趣的宜家解决方案。目标受众是所有瑞典房主, 但实际上是自我选择 -- 当人们有问题时，他们觉得很重要，可以问问谷歌,宜家通过创造性地使用付费搜索为他们找到了答案，我们获得了惊喜的元素，一种获得关注的经济高效的方式 (没有广告词的竞争), 但最重要的是，为宜家的客户解决了真正的情感问题 -- 生活和持续。我们可以将宜家的产品与人们现在认为最紧迫的问题联系起来。活动描述这个想法很简单 -- 不仅展示产品是什么，还展示它们为宜家顾客做了什么。我们深入研究了瑞典最常见的谷歌关系问题，并绘制了家庭生活中真正让人们感兴趣的问题。搜索诸如 “我丈夫打呼噜” 、 “他不能说他爱我” 、 “我儿子玩太多电脑游戏” 等查询。然后，基于宜家古怪产品名称的历史，我们在谷歌搜索后重新命名了大量宜家产品。每次搜索一个共同的关系问题都会导致一个改名的宜家产品解决了这个问题，只使用简单的 AdWords。我们称之为零售疗法。宜家零售疗法发明了一种新的使用付费搜索的方式，在使用谷歌时，用相关的有趣的答案满足消费者的需求，并表明宜家真正期待和理解日常生活的挣扎。执行竞选的中心是 http://ikearetailtherapy.com 。该网站是作为 “隐形计划” 推出的，没有明显的推广。我们基于最常见的搜索短语购买了谷歌关键词，以确保可见性，但关系解决方案也逐渐在有机搜索中上升。从美国电视节目到世界各地的当地报纸，国际媒体都采纳了这一倡议。甚至谷歌自己也在推特上称赞了这一举措，并问 “宜家好一个”。你对 “吃太多瑞典肉丸” 的解决方案是什么？"。对此，我们提出了宜家解决方案。所有这些都直接推动了活动网站 ikearetailtherapy.com 的流量，这是一个关系问题库，“相关问题” 让访问者留在网站上。当点击 “购买按钮” 时，你被重定向到宜家的主要购物网站。阅读 “民主设计” 也是可能的 -- 宜家的设计理念是由生活本身激发的产品。结果宜家将人们只敢向谷歌吐露的关系问题变成了今年最共享的关系解决方案。1 、 700万名瑞典人 (9,5 人中) 观察到了这一举措。但最重要的是，对宜家产品的看法发生了变化 (活动具体目标/KPI)。随着 11% 的增长，人们的喜好也在增加，超过 30% 的 KPI “宜家拥有生活各个阶段的产品” 也是如此。这项活动使一些产品的销售额增加了 25% 以上。宜家零售疗法吸引了它在世界各地的传播，在社交媒体上获得了 1.75亿 100.000 的积极份额，并在 500 多家新闻媒体上亮相。宜家零售治疗解决方案的点击率高达 16,13%，而谷歌的平均点击率为 0,17%。宜家为 real 创造了零售疗法，并展示了宜家的产品如何改善其许多顾客的生活。

宜家零售疗法

案例简介：Synopsis The people of Sweden love the IKEA brand, but are slowly falling out of love with IKEA’s products. Buying IKEA furniture has grown to be seen as a conventional and boring choice in Sweden, which threatens long-term penetration and market share. To re-ignite the love affair with IKEA products, we launched a new communication concept - ”Where life happens”. The concept aimed to highlight the thoughtfulness built into every IKEA product, and show how all IKEA’s products were designed to play important emotional roles in customers lives. That IKEA’s understanding how people really live is expressed in every product. The brief for this assignment was to create a digital initiative that helped rekindle the love for IKEAs products and show their emotional value. Key objectives were to increase product liking and show that IKEA has products for every stage in life. Strategy The key insight was that Google has become the common entry point to the problems we all struggle with- a friend we all ask for help. By deep-diving into Google keywords we figured out the most common relationships problems Swedes struggle with at home. By knowing the questions people were asking, we could highlight relevant and entertaining IKEA solutions by renaming the productsThe target audience was all Swedish homeowners, but was in effect self-selecting - when people had a problem they felt was important enough to ask Google about, IKEA had the answer for them By using paid search creatively we gained an element of surprise, a cost-effective way of getting attention (no competition for AdWords), but most importantly adressed real emotional issues for IKEA’s customers - live and continuously. We could connect IKEAs products to what people felt were their most pressing issues, here and now. CampaignDescription The idea was simple - to not just show what the products are, but what they do for IKEAs customers. We deep-dived into the most commonly Googled relationship problems in Sweden, and mapped what issues in life at home that really engaged people. Search queries like ”My husband snores”, ”He can’t say he loves me”, ”My son plays too much computer games” etc.And then, building on IKEA history of quirky product names, we renamed a large number of IKEA products after Google searches. Every search for a common relationship problem led to a renamed IKEA product that solved that problem, using only simple AdWords. We called it Retail Therapy.IKEA Retail Therapy invented a new way to use paid search, met consumers with relevant and fun answers on demand when using Google, and showed that IKEA really anticipated and understood the struggles of daily life. Execution The hub of the campaign was http://ikearetailtherapy.com. The site was launched as a ”stealth initiative” without obvious promotion. We bought Google keywords based on the most common search phrases to secure visibility, but gradually the relationship solutions rose in the organic searches as well. The initiative was picked up by international media – from American tv-shows to local newspapers all over the world. Even Google themselves praised the initiative on Twitter, asking ”Nice one IKEA. What’s your solution for ”ate too many Swedish meatballs?”. To which we responded with an IKEA solution. All this drove traffic directly to the campaign site ikearetailtherapy.com, a library of relationship problems, with ”related problems” keeping visitors on the site. When hitting the ”buy-button” you were redirected to IKEA's main shopping site. It was also possible to read about ”democratic design” - IKEA's design philosophy regarding products inspired by life itself. Outcome IKEA turned relationship problems that people only dared confide to Google into the most shared relationship solutions of the year.1,7 million Swedes (out of 9,5) observed the initiative. But most importantly, the perception of IKEA's products changed (the campaign specific targets/KPI’s). The liking increased with 11% and so did the KPI ”IKEA has product for all stages of life” with over 30%. The campaign increased the sales of some of the products by over 25%.IKEA Retail Therapy charmed it's way around the world with an earned media reach of 175 million, 100.000 positive shares on social media and was featured on more than 500 news medias. IKEA Retail Therapy solutions had an astonishing click through rate of 16,13%, compared with the Google average of 0,17% . IKEA had created retail therapy for real, and demonstrated how IKEA’s products can improve the lives of its many customers.