IKEA's Short Social Films Promote Its Click-and-Collect Service
Laura McQuarrie — August 8, 2024 — Marketing
References: moreaboutadvertising
Through a series of short social films, IKEA is promoting its new click-and-collect service with a giant IKEA store with googly eyes and spindly legs that stomp from one location to the next. Mother created this campaign to emphasize that IKEA is now "closer than you think" and the made-for-social content is presented in a mobile-friendly portrait format.
This IKEA campaign, influenced by B-movie aesthetics, was made with a scaled live-action puppet to mimic the low-budget aesthetic of B movies. It also features real locations to show how close IKEA is to home. These social-first short films are primarily running on Meta-owned platforms and thanks to geo-targeting, consumers are directed to their nearest pickup location for a simplified pickup experience.
This IKEA campaign, influenced by B-movie aesthetics, was made with a scaled live-action puppet to mimic the low-budget aesthetic of B movies. It also features real locations to show how close IKEA is to home. These social-first short films are primarily running on Meta-owned platforms and thanks to geo-targeting, consumers are directed to their nearest pickup location for a simplified pickup experience.
Trend Themes
1. Anthropomorphic Marketing - Brands are increasingly using anthropomorphic elements in their campaigns to create memorable and engaging customer experiences.
2. Geo-targeted Advertising - Geo-targeted ads are helping brands like IKEA effectively direct local consumers to convenient service points, integrating physical and digital marketing strategies.
3. Social Media-optimized Content - The rise of mobile-friendly, social-first content is driving brands to create campaigns that are tailored for optimal viewing on platforms like Meta.
Industry Implications
1. Retail - The retail industry is leveraging innovative digital campaigns to enhance customer engagement and drive traffic to physical pickup locations.
2. Digital Advertising - In digital advertising, personalized and location-based marketing is becoming pivotal for reaching and converting local audiences effectively.
3. Film and Media Production - The film and media production industry is seeing a trend towards creating content that mimics popular cultural aesthetics, like B-movies, to capture audience interest.
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