showcasedag 2013 – tekstileriet – ikea
TRANSCRIPT
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Lansering av IKEA-katalogen 2012
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1. Triggerpunktanalysen
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IKEAs motivasjonerØke engasjementet rundt IKEA-katalogen.
Øke IKEAs top of mind.
Øke salget av tekstiler.
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IKEAs budskap Skap forandring med tekstiler.
IKEA-katalogen er her.
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Målgruppen: Kvinner 25-45 år
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Målgruppens motivasjonerRelevante trender og bevegelser:
• Det opprinnelige og genuine.• Gjenbruk.• Håndarbeid.
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Triggerpunktet
Vi hjelper målgruppen med å gi gamle ting nytt liv med tekstiler fra IKEA.
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2. Engasjerende innhold
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Tekstilisere - å forandre alt med tekstiler
• Vi introduserer et nytt ord i det norske språket:
Tekstilisere; v. (norr tekstilisr) å gi gamle ting nytt liv med tekstiler. Det finnes ingenting som ikke kan forandres med tekstiler. Alt kan tekstiliseres.
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3. Arena for engasjement
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Vi lager et Tekstileri 1. Vi etablerer en arena for inspirasjon, læring, lek og utfoldelse med IKEAs tekstiler.
2. Vi skaper ekte og inspirerende historier om hvordan man skaper forandring med tekstiler fra IKEA.
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Relasjonsstrategi
MålgruppenKvinner 20-45 år
Arena for historiefortellingIKEA Tekstileriet
Journalister
Norske Interiørbloggere Epla-selgere Trendsettere
StylisterKjendiser SOME-stemmer
Ambassadører for engasjement
IKEA-medarbeidere
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4. Spredningsaktiviteter
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Å bygge forventninger før åpning
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Kataloglansering og åpningsfest
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225 personer deltok, inkludert 65 journalister, bloggere, kjendiser, opinionsledere og IKEA-ansatte.
Presentasjon av årets IKEA-katalog, nyheter, trender, tekstiler og åpningsfest for Tekstileriet.
Presseeventet
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Press event
04/24/13 LEGG TEMAET FOR PRES. INN HER13
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Åpningstid: for de mange menneskene
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Workshops medopinionsledere, trendsetter, bestemødre og klesdesignere.
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Epla-samarbeid: vindusutstiling
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Epla-samarbeid: deres egen dag
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Norske Interiørbloggere - samarbeid
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Presse - noen høydepunkter
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Blogg/Twitter/Instagram - høydepunkter
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Tekstilisering av Oslo
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Lansering - lokale IKEA-varehus
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Innholdsmarkedsføring - IKEAs blogg
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Historiefortelling på Facebook
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DIGITALE BOARDS I BYBILDET
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Inspirasjonsdag for IKEAs medarbeidere
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Avslutningsauksjon for WWF
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Online auksjon på Epla.no
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5. Evaluering
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Lanseringen:• Antall gjester: 228, inkludert 65 journalister.
Tekstileriet• 12.500 besøkende på 14 dager• 600 deltakere i workshops/arrangementer. • 1120 personer har arbeidet i syrommet. • 4500 kataloger delt ut fra Tekstileriet.
Resultater - deltakelse
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Tekstileriet.no• Unike besøkende: 25.826• Totalt antall besøkende: 33.146• Snittid på siden: 2,01 min.• + 300 prosent fra før normal trafikk på bloggen.
Sosiale medier:• Bloggposter: 140• Tweets: 156 (#IKEA katalogen or #Tekstileriet) • Bilder på Instagram #loveikea: 182 #ikeanib: 37
#ikealaunch: 18 #tekstileriet: 86 #ikeatekstileriet: 5 #nibikea: 4
• “Snakker om det på Facebook”: 109.336 • Reach på Facebook: 773 823
Resultater - digitalt engasjement
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130 medieklipp – noen høydepunkter:• Dobbeltside i VG• Helside i Dagbladet• Aftenposten• NRK Kulturnytt• Dobbeltside i Se & Hør • Dobbeltside i Adressa• Dobbeltside i Rogaland Avis• Helside i Stavanger Aftenblad• ANB-sak snappet opp av 47 lokalaviser. • Helside i Her og Nå
Estimert verdi av medieomtalen (kilde Retriever):• NOK 6.900.355,-
Resultater - medieoppmerksomhet
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• Reach: 14,1 millioner mennesker
• 7 av 10 i målgruppen visste at den nye IKEA-katalogen var kommet.
• 1 av 3 i målgruppen sier de vil kjøpe tekstiler på IKEA innen 6 måneder.
• IKEAS Top of mind: + 9 prosent fra fjoråret.
• Salget av Tekstiler: + 16 prosent sammenlignet med fjoråret.
Gjennomslag og effekt
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We want more!
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JCP, for strålende samarbeid på eventarbeidet
SMFB, for svært gode visuelle løsninger
MediaCom, for medierådgivning
Fotograf Tor Lie, for film og foto
NIB, Epla og alle som bidro faglig i Tekstileriet
IKEA, som alltid tør å gutse og satse stort på nye kreative løsninger.
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