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IKEA. Digital Marketing Strategy.

Share your Ideas Anytime, Anywhere, with Prezi
by

Elena Petrova

on 31 May 2015

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Transcript of IKEA. Digital Marketing Strategy.

The new catalogue


Separate Search and
Display campaigns
Brand campaign
Geo-targeted
campaign
"According to Carnegie Melon[sic], only one book has been distributed in more copies than the Bible — the IKEA catalogue."
IKEA lowered its prices by an average
of 2% each year since 2000.
Estimated results vol.2
Estimated results
20.000
Views
on YouTube
estimated reach according to Google AdWords
estimated reach according
to Facebook
Social Media Interactions
50k
Increase in total sales across stores in Portugal
Increase
in total
Highly
engaged
customers
among non-targeted audiences
Brand awareness
Increase of
product
credibility
Founded by Ingvar Kamprad in 1943
More than 315 IKEA stores
27 countries
Google AdWords
Strategy
The users have to discover the items and take a picture with the product. After that, they have to upload the picture to
IKEA’s Facebook page.
Utilization of particular products from the new catalogue and to place them in some of the most crowded areas in Lisbon.
Facebook
Strategy
professional-templates,
At Prezi, we
believe
that
Big Ideas
change
the
world
can
Adam Somlai Fisher
idea
big
was created by an
architect
with his own
fine artist
and
Prezi
Prezi operates on a freemium business model, which makes Prezi available to all.
The company has been cash-flow positive since year one.
people are now using Prezi
More than 16 million
From Budapest
To San Francisco
fun
engaging
and
To make sharing ideas more
Peter Arvai CEO
Peter Halacsy CTO
Adam Somlai Fischer
Founder
2 new prezis every second!
TED Conferences invested in Prezi because of their shared mission: helping people share great ideas.
In 2011, Prezi raised a Series B financing led by Accel Partners.
Unparalleled
product innovation
millions of reusable prezis.
redesigned user-interface,
3D capabilities,
Remarketing RLSA and
Display Campaign
Development of Digital Marketing Strategy
for IKEA's New Catalogue
The new catalogue campaign
At the end of the campaign, five of the people will win the product
Brief History and
Mission Statement
IKEA's presence on social media
Facebook
Photos, links to particular products from the website, discounts and promotions, YouTube videos:
Twitter
Celebrating national holidays, promoting its products and publish news around the brand;
YouTube
"How to" tutorials, inspiration videos, new products
Generate a buzz
Increase brand engagement
Increase the profit
Social experience
Slogan of campaign:
IKEA–designed for everyone
Duration of campaign:

3 weeks
Social Media Platform Used


Facebook, YouTube AdWords
Design optimal campaign
structure for the IKEA’s
new catalogue accommodating
budget flexibility and ROI segmentation
YouTube Strategy
In-stream video ads targeted by location, age, gender and interests. Short teasers related to the Facebook campaign. The ad itself will represent particular spots in Lisbon and will carry the message “Something interesting is going to happen. Right here. Keep in touch with our Facebook page. IKEA – Designed for everyone.”
For each day of the campaign a new video is going to be uploaded in YouTube showing the best moments of interaction between the customers and the product. Every video should carry a message related to the experiences that had happened with the product and that specific spot.
Designed for everyone!
Goals:
Sales
There are approximately 9,500 home furnishing
products in the Ikea range.
Launch date: 2016, Sep 1
Full transcript