Ikea's Home for Hope Advertises Rescue Dogs in Room Displays
Meghan Young — July 19, 2014 — Social Good
References: homeforhope.sg & huffingtonpost
Ikea is encouraging dog adoptions with its recently launched Home for Hope program. The program involves cardboard cutouts of adoptable dogs that are sporting QR code tags customers can scan to get more information about each individual pet. Although it originally started in Singapore, an Ikea store in Tempe, Arizona, is joining the Home for Hope program to bring more awareness to dog adoptions.
Working with the Arizona Humane Society, Becky Blaine, Ikea Tempe's marketing director, says, "We thought it was a perfect way to show people what their home would look like with a pet in it." As Huffington Post writes, "Furniture might help make a living space comfortable, but nothing makes a house a home like a furry best friend." So far 8 dog adoptions have happened in Singapore.
Working with the Arizona Humane Society, Becky Blaine, Ikea Tempe's marketing director, says, "We thought it was a perfect way to show people what their home would look like with a pet in it." As Huffington Post writes, "Furniture might help make a living space comfortable, but nothing makes a house a home like a furry best friend." So far 8 dog adoptions have happened in Singapore.
Trend Themes
1. Pet Adoption Initiatives - Implementing QR code tags on furniture displays to promote dog adoptions and increase awareness.
2. Interactive Advertising Campaigns - Using cardboard cutouts of adoptable dogs in room displays to engage customers and encourage participation.
3. Cross-sector Partnerships - Collaborating with animal shelters and retail brands to create innovative adoption programs and drive social impact.
Industry Implications
1. Home Furnishing - Opportunity for furniture retailers to leverage innovative marketing strategies that promote pet adoption and enhance the emotional connection between customers and products.
2. Animal Welfare - Incorporating technology and creative marketing tactics to raise awareness about pet adoption and advocate for the humane treatment of animals.
3. Retail - Exploring synergistic partnerships between retail brands and animal shelters to create unique and impactful campaigns that drive customer engagement and social change.
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