IKEA’s been news hi-jacking towel-based outfits again … and driving some bang-on brand messages at the same time
11th May 2024

IKEA’s been news hi-jacking towel-based outfits again … and driving some bang-on brand messages at the same time

The IKEA team here at Hope&Glory is always on the look-out for opportunities to help the brand show-up in culture.

Because IKEA is one of those rare brands that can get away with having some fun and at the same time land its distinctive assets, approach, tone and personality in the “real world”. Too many brands have to bend and twist their approach to make them relevant. But IKEA’s style and look is so embedded in its DNA – and the public consciousness – that it can do it with apparent ease.

They’re known for their down-to-earth approach to the world. They’re known for their remarkable value and the way they challenge the category making great design affordable and accessible to everyone. Which also means that when we spot occasions where that’s not happening the brand has something to say about it.

Which is why, when Doja Cat stepped-out in a designer towel – in this case designed by Vetements – it was pretty obvious that we should offer a way to recreate the look at famously reasonable IKEA prices.

A swift photoshoot the day after the aforementioned apparel made its debut on the red carpet pre-Met Gala we had a set of shots and video for IKEA’s UK Instagram ready to go. Once posted, the public inevitably spread the word with over 13,000 engagements racked-up just a couple of hours after it hit social media.

Following that we hit the media with cracking pieces across titles including Daily Mail, Independent, New York Post and high-traffic portals MSN and Yahoo!News – two of the most-read sites in the world.

Though we do say so ourselves it was a textbook piece of news hi-jacking in which the cultural moment was right and at the same time the brand message was carried in the response. Top work altogether.

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