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  • IKEA Foundation website
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' IKEA Global Engagement Platform '

Client: IKEA
Brand: The IKEA Foundation

The challenge
To raise awareness of the IKEA Foundation among IKEA staff.

Audience insight
With 80% of IKEA co-workers not having access to a computer at work, we needed to find an innovative way to educate and engage staff about the Foundation and its activities during their free time. Through Facebook – a platform heavily used by the target audience – targeted advertising and eye-catching content was used to increase awareness and engagement with the Foundation. As a consequence, IKEA staff and customers were mobilised and Foundation ambassadors were established.

The IKEA Foundation Facebook page has developed into the organisation’s central communications tool. With community growth of 1,600% to over 100,000 fans, engagement levels soared to over 600,000; a clear indication that both IKEA staff and consumers were successfully being reached. Traffic to the IKEA Foundation blog also increased by 323%, with page views increasing by 182%.

One more thing
To celebrate reaching 100,000 fans on Facebook, Kindred suggested thanking the community by interviewing its 100,000th fan. The related asset proved to be the most popular piece of content of the year.
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