We’ve been helping IKEA roll out the welcome mat – or should we say duvet – for a unique shopping experience this month.
The brief was to position the brand as the home of all things sleep (it’s not our first rodeo – years back we did a Breakfast in Bed Cafe and we’ve created TOG-ether bundles in the past as well).
Anyway. This years outing.
In a “dream come true” move for late risers and loungewear lovers alike, we announced that all IKEA Family members who visited their local store wearing pyjamas on World Pyjama Day could enjoy a free cooked breakfast, as well as an exclusive £15 discount on products.
Paired with research revealing that a quarter of UK adults shop online in pyjamas because they’re too comfy to get dressed, we created the perfect opportunity to shop for all your home needs in the most comfortable attire imaginable.
It gave everyone an excuse to get out of bed and enjoy a fun-filled day at their local IKEA, in celebration of one of the nation’s favourite things to do – sleep.
As well as working with 2 influencers on content across Instagram and TikTok which delivered over 1 million views, we landed over 200 pieces of coverage for the deal ahead of time.
The coverage came from ITV This Morning (with Dermot describing it as the “Best Deal of the Year”), The Sun, Daily Mirror and many, many more besides. It all contributed to driving an increase in visitation to IKEA stores on the day. Not a bad result!
