Enter the IKEA Business Network. A network of small businesses backed by the ‘big guy’ looking out for them, offering a range of benefits for members that are usually reserved for big corporates and seldom offered to small enterprises.
The idea centred around one word. Open. It’s an attitude. It’s a mindset. It’s an action. It’s how we opened our doors to small businesses. It’s how we launched the IKEA Business Network to pique attention, drive interest, and have global appeal.
We targeted different small businesses with creative variants based on their individual sector and subsequent needs. Featuring small business owners from specifically selected high opportunity industries - residential construction, retail, and hospitality.
No matter whether they are new to IKEA or an IKEA superfan, we flexed communications to reflect their existing relationship. We attracted new audiences and encouraged existing small businesses shoppers and Family members over to the IKEA Business Network. Plus, knowing small business owners are busy people we made sure our approach effortlessly fitted around them and mirrored their experience - leading to a fully integrated channel mix consisting of DVOD, Paid Social, In Store POS, Display, eCRM, Web Content & SEM/SEO.