2022 Winners & Shortlists

Why is this work relevant for PR?

We took advantage of a big topic news that travelled all over the world: Messi was leaving Barcelona, after a 21 years long and happy love story. We thought it was a perfect opportunity to bring the brand in the conversation, using its strong personality and Point of views.

Background

IKEA’s strong brand personality has a fun, quirky, yet caring nature. For this reason it is always rewarding to jump on trending topics without seeming inauthentic. Messi was leaving FC Barcelona and die-hard Messi fans would be heartbroken. Our objective was to create affinity with this category of people that in UAE are in a huge number.

Describe the creative idea (20% of vote)

We created a post as a reactive piece of social content in response to Messi leaving FC Barcelona. We knew die-hard Messi fans would be heartbroken — so we wanted to help fans always keep a piece of Messi’s legacy. So instead of being tucked away in their wardrobes as a reminder that they could never wear it during another game, IKEA decided to help fans frame the t-shirt in their homes and get prepared for future trophies.

Describe the PR strategy (30% of vote)

A 21 years of legacy is worth framing, and we've got exactly what you need.

Describe the PR execution (20% of vote)

We use the posts on IKEA owned social channels just the day Messi announced he was living Barcelona, with an historical press conference.

List the results (30% of vote)

Reach: over 300K Impressions 500K with 2 posts only Engagement: 13 times bigger that the average IKEA UAE engagement rate Positive sentiment increased by 15%