CLIENT
IKEA Belgium
Peter Jongert, Marketing Communication Manager
Kaat Van Noten, Marketing & Communications Specialist
Aline Driesen, Media Manager
Céline Smidts, Integrated Media Leader
Grégory Bauduin, Country Marketing Manager
Hugues Ligot, Marketing Performance Leader
AGENCY
Alex Hardouin, Strategic Director
Grégory Ginterdaele, Creative Director
Caroline Charles, Group Account Director
Georgia Vandenberghen, Account Manager
Antoinette Ribas, Art Director
Clémentine Bailly, Art Director
Sophie Bayet, Copywriter
Pieter Decanniere, Coywriter
Gauthier Fairon, Art director
Mindshare Belgium
Amélie Cavenaile, Client Manager
Oona
Manon Gerlo, Account manager
SUMMARY
In 2020, IKEA had to overcome massive challenges to recover growth. The company had to fight a competition which was increasing its media investments, whereas IKEA had a reduced marketing and media budget to work with. Moreover, traditional routes were severely narrowed or closed.
Our marketing effectiveness significantly needed to improve against our primary business metrics:
ROI band market share.
By shifting heavily on brand building instead of a product led approach,
IKEA achieved to grow incremental sales by 68%, market share by 6.25% and 2021 ROI grew 47%.
