The furniture giant called on its followers in Poland to use Instagram Stories to share why they love its iconic PAX wardrobe, helping to reignite brand awareness and purchase intent.

Solutions for every home

IKEA is renowned the world over for making furniture and home accessories that are practical, well-designed and affordable. It is the market leader in Poland.


lift in purchase intent among 18- to 24-year-olds


lift in message association among all age groups


lift in ad recall

Community-driven campaigns enable brands to deliver authentic messages and generating social-proof content. That’s why, with Facebook Creative Shop, we launched a campaign created with customers for customers. Not marketers, but our followers decided which creative should be in IKEA’s final ads. Engaging user-generated content helped us show our product in use, build strong message association and credibility.
Reigniting love for the brand

IKEA wanted to use its position as one of the most desirable home furniture solution in Poland to celebrate its iconic customizable PAX wardrobe and inspire younger customers in particular. It wanted to create an authentic campaign, give the Instagram community the chance to express their love, and assess the value of adding community-driven content into a traditional campaign strategy.

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Letting followers lead

IKEA decided to draw upon its large Instagram community in Poland to let people remind one another about why they love IKEA. It ran a contest asking them to use Instagram Stories to answer the question, “Why do you need an IKEA Pax wardrobe?” The winners would feature in the final ad.

The campaign, which was created together with hash.fm, Wavemaker, VMLY&R and Facebook Creative Shop, unfolded in four stages. First, influencers were invited to engage the community and to invite their followers to participate. IKEA had created a unique Giphy pack of fun graphics for customers to add to their posts, which ensured that the user-generated content had a consistent look and feel. Then, it collected submissions from people who tagged @IkeaPolska. In the third stage, the community used polling stickers to choose its favourite submissions. Finally, the winning ads became the new IKEA PAX campaign, running in Instagram feed, Facebook News Feed and Stories.

Then, IKEA ran a multi-cell brand lift study to assess the value of ads with traditional brand content compared to ads that included user-generated content. The addition of user-generated content resulted in:

  • 2.4-point increase in purchase intent among 18- to 24-year-olds

  • 2.4-point increase in message association among all age groups (compared to 0.5-point lift with traditional brand content alone)

  • 11-point lift in ad recall

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