The Swedish brand IKEA has been posting pictures of its soft toys in different poses on its Hong Kong Facebook page for the past few days in support of its charity program.
The embracing bears image (posted few days ago and garnering a number of likes in a day) rode on the photo of President Barack Obama and First Lady Michelle Obama embracing after he learnt that he had secured four more years in the White House.
An absolute success for the brand in its fast response, the picture creates interesting, original and relevant content to build better relationships with fans.
The goal of the charity is to improve education for children, a cause that many are willing to support.
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Trend Themes
1. Charity-centered Marketing - Brands can use philanthropic initiatives to create emotionally resonant content that builds customer relationships.
2. Brand Persona Humanization - By using toys to visually represent its brand, IKEA creates a relatable and endearing persona its customers will identify with.
3. Fast Response Social Media Marketing - IKEA's quick reaction to the Obama photo opportunity shows the value of speedy social media marketing in staying relevant and building brand loyalty.
Industry Implications
1. Retail - Brands can build customer relationships through social media marketing initiatives, as demonstrated by IKEA's use of toys to represent its brand.
2. Philanthropy - Partnering with charitable causes can help brands to create content that appeals to customers' emotions, as demonstrated by IKEA's program to improve education for children.
3. Social Media Marketing - Brands can leverage social media to create fast, relevant content that boosts customer engagement and loyalty, as demonstrated by IKEA's response to the Obama photo opportunity.