2016金旗奖候选案例:IKEA cooks its way into Chinese hearts:It’s the Little Things that Matter consumer campaign

作者: 2016-09-27 17:22:42

  Project name: IKEA cooks its way into Chinese hearts:It’s the Little Things that Matter consumer campaign

  Time of execution: June 2015 – Dec. 2015

  Company name: IKEA

  Brand name:IKEA

  Agency: MSLGROUP China

  Award category:Brand Communications 、Marketing effectiveness

  Project summary

  IKEA strives to make every day better for people but what does a Swedish company know about Chinese cooking? The furnishings retailer only scratched the surface with its global Life at Home Report: Tasting the Moments, so to better understand Chinese tastes, and source content that would resonate with them and ultimately profit its kitchen business, IKEA conducted a Chinese study of how people across the nation eat and use their kitchens.

  The consensus revealed in the research – cooking and dining has become an important way to entertain for many Chinese people – became IKEA’s compass, and we developed messaging around how IKEA creates better everyday living by enabling Chinese families to express their love through home-cooked meals. Through a creative media launch of the China consumer study which showcased real kitchen solutions, a live kitchen experience, short films of personal love stories, and social media interactivity, we reinforced IKEA’s authority as “The Life Improvement Store” through unprecedented visibility: produced 8 films garnering nearly 380K views, engaged over 2.6MM fans, and collected 955 articles worth over 17MM RMB. Most importantly, revenues of IKEA’s kitchen range shot up 34% for the period, surpassing all expectations.

  Project Background: 

  IKEA, the world’s largest home furnishings company, is the leading player in China with the enviable reputation of offering high quality, affordably-priced products that are both practical and stylishly designed. In striving to be The Life Improvement Store, IKEA produces its Life at Home Report, an annual consumer study of respondents from around the world – including Shanghai – which looks closely into their living habits and practices. The 2015 report, Tasting the Moments, centers on how people eat and use their kitchens. For China, this report’s theme would also serve as the focus of marketing and communications efforts for the 2016 fiscal year.

  Chinese people are fiercely proud of their cookery, yet urban families are strapped for time and turned off from the lengthy preparation processes of cooking. They also aspire to own spacious and attractive Western kitchens; however, the designs aren’t practical for apartment-style homes or don’t always live up to Chinese cooking practices. Moreover, concerns about food safety and ongoing pressure to eat healthier have triggered Chinese families to eschew restaurants and fast food and return to their kitchens where nutritious and easy meals can be prepared. Some urban families have taken the extra precaution to grow their own produce.

  Related Research

  To better understand Chinese households, we conducted a national study of how people eat and use their kitchens, delving deeply into their views on cooking and dining and capturing their frustrations, concerns, desires and aspirations. Our research revealed that cooking and dining have become an important way to entertain for many Chinese: they experience joy and happiness through cooking and eating at home. These little, yet important, activities help urbanites find a release from the pressures of city living.

  With this insight we positioned IKEA creates better everyday living by fostering the joy and satisfaction that comes with eating and making food at home. We created a themed campaign – It’s the Little Things That Matter – to integrate marketing, digital/social media and communications for the year. At the heart of the campaign was our Cook for Love consumer program, where we invited consumers to express their love through the intimate act of cooking and filmed their stories to amplify messages online.

  Project Planning: 

  Objectives:

  Galvanize IKEA’s image as the Life Improvement Store

  Stimulate interest for kitchen gear by way of in-store traffic and purchases

  Our target audience are primarily middle-class urban Chinese households. They are educated, look outward for inspiration and eager to improve themselves. They are tech-savvy and fashion-conscious yet enjoy a good bargain. Many are first-time home owners who are seeking to furnish their new homes or those who are re-decorating existing homes.

  We positioned IKEA creates better everyday living by fostering the joy and satisfaction that comes with eating and making food at home. We created a themed campaign – It’s the Little Things That Matter – to integrate marketing, digital/social media and communications for the year. At the heart of the campaign was our Cook for Love consumer program, where we invited consumers to express their love through the intimate act of cooking and filmed their stories to amplify messages online.

  Implementation: Execution details. 

  A. Produce the China Life at Home Report and launch findings at a large-scale media event

  1. Interviewed 6-8 families in Shanghai, Beijing, Shenyang and Wuhan and conducted home visits. Created an online questionnaire and collected 1,500 responses from the Web. Mined social media conversations on popular channels and platforms for hot topics and trends. These findings were summarized into a report with key points designed into an eye-catching infographic.

  2. Constructed an experiential showroom environment displaying simple living solutions at a national press event for 300 media representatives from 15 cities

  B. Adopt O2O for live kitchen experience

  1. Set up a live kitchen in an easily accessible spot in downtown Shanghai for locals to try out the new products and solutions. Those passing by were invited into the kitchen, peek inside cupboards, sit down for a cup of tea, and generally make themselves at home.

  2. Invited KOLs from popular social media accounts to use our kitchen. Fans were recruited to join cooking classes led by KOLs, which were filmed and shared widely across social media

  3. Partnered with fashion magazine GRAZIA for a Singles Day (11/11) consumer event at our kitchen, which was filmed and posted on social media

  C.Cook for Love short films

  1. Crowdsourced personal stories through IKEA’s official WeChat account and received 618 submissions within 2 weeks

  2. Shortlisted 8 stories and invited families to cook in our live kitchen

  3. Filmed their cooking and shared videos widely on digital channels

  KOL vehicles used in this project:

  厨娘物语(lovecnwy): as the hot account to share recipe with those who love their life, to invite them to the cooking class with their fans for desert for your loved friends.

  我有饭(youfanclub):as the cooking lovers platform, people share food recipe, enjoy meal together. The hot account invite the fans to join in the cooking class with their fans for breakfast for your lovers and families

  美食圈(mmssqqu): as the hot account who share the food and interesting matters around food to share the activity with fans.

  Project Highlight: 

  IKEA rigorously applied consumer research and social analytics to bring to life its vision of creating a better everyday life for Chinese families. By using real consumers to convey the frustrations and concerns of modern Chinese life – first through the China Life at Home Report and then through the Cook for Love consumer films - IKEA succeeded in captivating audiences to improve their own lives by doing the little things that matter in life. The real achievement was integrating marketing, digital/social media and communications for the year around a core theme for sustained impact, ultimately benefitting the business (kitchen range revenues shot up 34%) and uplifting brand visibility (26.7+MM social media impressions), cementing IKEA as THE Life Improvement Store in China.

  Project Pictures:


现场环境图_10.JPG

现场环境图


宜家中国零售总裁 朱昌来女士讲解宜家2016新财年主题03.JPG

宜家中国零售总裁 朱昌来女士讲解宜家2016新财年主题


宜家爱心厨房.jpg

宜家爱心厨房


  案例资料由 MSLGROUP China提供,未经中国公共关系网17PR授权,严禁转载,违者必究。如需转载或了解更多精彩内容,请登录官网:http://www.17pr.com


  • 热门职位
  • 热门公司
+更多

Copyright(C) 2004~2009 17PR.COM All Right Reserved. 京ICP备14026264号-1 京公网安备11010802015424
地址:北京市海淀区大钟寺13号院1号楼华杰大厦11B9室 | 电话:010-51293166