IKEA SWEDEN

IKEA saw a 69% higher lift in campaign awareness by running Instagram augmented reality ads in Sweden to launch the OBEGRÄNSAD collection—a range of furnishings and accessories designed for music creators.

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THE STORY
Where furniture meets design

Founded in Sweden in 1943, IKEA offers functional and affordable home furnishings. There are several companies with different owners working under the IKEA brand, all sharing the same stated vision: to create a better everyday life for people.

69%

higher lift in campaign awareness for campaigns with augmented reality ads plus video ads

12-point

increase in ad recall for campaigns with augmented reality ads plus video ads

61%

lower cost per ad recall for campaigns with augmented reality ads plus video ads

2X

higher click-through rate for campaigns with augmented reality ads plus video ads

At IKEA we wanted to drive innovation on social platforms, and together with Meta we experimented with augmented reality, new formats and maximized the opportunities on social media to reach new audiences. Together we also solved how global marketing can work together with local marketing seamlessly. Through this campaign we truly came together as one with Meta.
FERENCZ THUROCZY, GLOBAL SOCIAL MEDIA DIRECTOR & GRETA MÅNSON LOKRANTZ, SOCIAL MEDIA SPECIALIST, IKEA
THE GOAL
Amping up the hype

IKEA’s goal was to build brand awareness and excitement for the launch of the minimalist OBEGRÄNSAD collection, which it designed for home music creators in collaboration with electronic music artists Swedish House Mafia. IKEA also wanted to explore how adding augmented reality effects and augmented reality ads to the campaign would impact brand metrics such as ad recall and campaign awareness.

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THE SOLUTION

Immersive augmented reality effects

IKEA wanted to put music enthusiasts at the heart of its campaign to launch the sleek, all-black OBEGRÄNSAD collection, which features tables, record stands, chairs, lamps and more. In collaboration with the global IKEA team, the company created two augmented reality effects—one face filter and one immersive world filter—to allow people to explore OBEGRÄNSAD products in deeper, more engaging ways.

The first augmented reality effect was a custom face filter that reacted to any music that was playing in the background, offering people a way to showcase, share and interact with the music they have created or are listening to. IKEA also created a world filter that allowed people to try out the OBEGRÄNSAD collection within their own space. The augmented reality effect used spatial audio anchored to different objects, so as people got closer to the virtual pieces of furniture, music would play and the volume would increase.

IKEA also ran augmented reality ads in Instagram feed to promote the new effects, encouraging people to try the filters and enter the OBEGRÄNSAD world. The campaign also included Reels ads and video ads in feed to promote the collection, which were targeted to people in Sweden aged 18 and older.

IKEA used a multi-cell brand lift test to measure the results of campaigns that used augmented reality ads plus video ads compared to video ad-only campaigns. Between August 23–October 2, 2022, the campaign achieved:

  • 69% higher lift in campaign awareness for campaigns with augmented reality ads and video ads, compared to video ad campaigns alone
  • 12-point increase in ad recall for campaigns with augmented reality ads and video ads, compared to video ad campaigns alone
  • 4.7-point increase in campaign awareness for campaigns with augmented reality ads and video ads, compared to video ad campaigns alone
  • 61% lower cost per ad recall for campaigns with augmented reality ads and video ads, compared to video ad campaigns alone
  • 2X higher click-through rate for campaigns with augmented reality ads and video ads, compared to video ad campaigns alone
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