Our environmental campaign ‘A Better World Starts at Home’ was promoted using original and believable content

IKEA’s goal is to inspire and enable 1 billion people to live a more sustainable life within the planet’s limits – a goal the brand wants to achieve by the year 2030. Within this context, we put together an extensive internal and external campaign for the client, in which we presented IKEA’s sustainability strategy and encouraged people to make small changes at home, which means a great help to the planet.

A live broadcast experience with a meaningful message

We devoted the external part of the campaign to the issue of food waste and the IKEA Better Living app. An experiential meeting with news media and influencers launched the campaign and included a live-streamed culinary show – cooking with leftovers – on the IKEA Facebook page. The event was built on non-profit partner experiences, detailed data, and experiential cooking under the guidance of an experienced chef. The consumers had a blast with us in the comfort of their own  .

Influencers accepted our two-week challenge, and with the help of the Better Living app and IKEA products, they learned more about sustainable household management. They later shared their experiences on social media.

There is No Planet B

An internal campaign with the subtitle There is No Planet B showed employees how to use the IKEA Better Living app and save resources at home. The competitive activation of the initial phase brought the required attention to the topic. We later continued in our edification campaign, with ambassadors among employee ranks playing a key role. They received  for testing and use, with the aim of creating a more sustainable home.

Campaign results

• The Better World campaign begins at home, strengthening IKEA’s position as the leader in promoting sustainability.
• The campaign also resulted in an overall media engagement of9,459,400, and we appeared in the media 38 times throughout the campaign.
• Micro-influencers published 71 posts, which were viewed on social media by more than 135,549 people.
• We’ve found long-term ambassadors in the IKEA ranks who test IKEA products all year round in order to create a more sustainable home, thereby enabling us to gain valuable feedback and input from employees.