Social Media: Ikea happy to bed down its customers

Ikea wanted to promote its bedroom range and encourage customers to view the stores as places where they could get advice during the furnishing and design process.

Ikea: Driving interest in its bedroom range
Ikea: Driving interest in its bedroom range

Campaign: Happy to Bed
Client: Ikea
PR team: Cake
Timescale: August-November 2011
Budget: £118,000



  • To drive interest in Ikea's bedroom range
  • To make consumers understand that Ikea stores are more than a place where they could find furniture.

Strategy and plan

Cake approached media outlets with the results of Ikea's research into people's sleeping habits. It developed a Facebook app that created an interactive video based on users' Facebook identities and specific bedroom needs. Users were able to share their design online and buy the suggested products by clicking through to the Ikea site. The team then staged 'Ikea's big sleepover', involving 100 customers and journalists at Ikea Lakeside, where they received massages and spoke to experts. To advertise the event, a humorous video was created and posted on Ikea's social media channels.

Measurement and evaluation

There were more than 330 pieces of coverage including in The Times and OK.


About 100,000 people used the Facebook app. The campaign achieved 15,000 additional click-throughs to the Ikea website, with bedroom products now the most popular items.

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