IKEA - Reversing the narrative on anniversaries

The 50th anniversary of IKEA was a bold challenge: How do you make a corporate milestone culturally relevant and truly unmissable? Our goal: Outshine the German national soccer team at EURO 2024 in relevance and reach while strengthening the role of IKEA as a cultural cornerstone in Germany, making the brand an integral part of everyday life.
What we aimed for:
• Set new benchmarks for earned media success through innovative storytelling and media orchestration.
• Engage customers, media, and influencers across generations with a campaign that blends nostalgia, humor, and future-forward storytelling.
The IKEA game plan - Driving Buzz and Talkability:
The campaign aimed to dominate the zeitgeist by celebrating the unifying power of IKEA that has shaped German homes for years. With a single claim “Celebrate what unites us” and a powerful earned media strategy, IKEA turned its anniversary into a nationwide phenomenon.
• The 50 Years HANDBOK: A media-ready, engaging press toolkit blending milestones, cultural impact, and a trip down memory lane with 50 years of IKEA stories.
• A Perfect Media Orchestration: A strategic content rollout to Germany’s top news agencies, including exclusive features and sustainable storytelling over six weeks.
• An Experiential Activation: A flagship event at Munich-Eching, the first German IKEA store, bringing together stars, political leaders and customers for a shared celebration – transforming the space into a vibrant party in “Germany’s Living Room.”
Outstanding Results:
The initial goal was to outshine the EURO 2024 in the end, we got recognized as one of 2024’s top cultural events in Germany by AI, emphasizing the long-lasting impact. By transforming the 50th anniversary into a cultural milestone rather than a corporate event, we set a new global standard for anniversary campaigns.
• 1.12 billion earned impressions: 5x reach of Germany’s EURO 2024 team.
• Social Amplification: Influencers at the event generated 6.5 million earned impressions, reaching diverse generations.
• 3,466 earned media clippings across TV, radio, print, and digital channels
• €43 million in earned ad value equivalency, showcasing the campaign’s massive influence
• A 40x ROI, setting new standards for earned media performance