PR team: Cake
Timescale: December 2009-March 2010
Ikea asked Cake to launch an app of its catalogue. As the iPhone app market is very crowded, the PR team wanted to do something to generate a buzz around the launch.
- To generate publicity around the launch of the app
- To drive downloads of the app.
Strategy and plan
Cake put together a target list of potential consumers including mums, interior design fans and people with an interest in Ikea or iPhones. Cake released the app as a 'first draft' and invited the list, along with bloggers and social media users, to give their feedback on how to improve it via email, Twitter or phone. The PR team then approached the more influential voices with more information about the app, to encourage them to pass on the news to their networks and generate online buzz.
The second version of the app was launched three months later, featuring the most popular suggested improvements. Those who had offered feedback were contacted and told of their role in improving the app and encouraged to browse the new-look version.
Measurement and evaluation
In total, there were 328 blog posts on the story and 1,383 tweets about the Ikea iPhone app.
In the first month of the app being available, it was downloaded more than 300,000 times.