2022 Winners & Shortlists

Why is this work relevant for Social & Influencer?

We took advantage of a big topic news that travelled all over the world: Messi was leaving Barcelona, after a 21 years long and a 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 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. The social media was full of conversations about it. Our objective was to create affinity with this category of people that in UAE are in a huge number.

Describe the creative idea (30% 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 strategy (20% of vote)

A 21 years of legacy is worth framing, and we've got exactly what you need. Our strategy was simple as we thought that just seeding this simple message on our pages would be enough to generate conversations.

Describe the execution (20% of vote)

Our posts went live on IKEA owned social channels the same day Messi announced he was leaving Barcelona with an historical press conference.

List the results (30% of vote)

Reach: over 300K Engagement: 13 times bigger that the average IKEA UAE engagement rate Positive sentiment increased by 15%