Ikea achieved a breakthrough during the crowded festive shopping season with an innovative social media campaign, turning its meatball—a hallmark of its brand—into the centrepiece of a viral Christmas story. Here’s how Ikea harnessed social media marketing and why it was essential to its overall marketing strategy.
View this post on Instagram
The Challenge: Standing Out During Christmas
For Ikea, Christmas presents a unique challenge. While shoppers focus on food, drink, and gifts, home furnishings often take a backseat. The 2023 festive season was further complicated by a cost-of-living crisis, with Christmas dinner costs surging 13% from the previous year. Ikea aimed to rise above these hurdles, capture consumer attention, and remain relevant during the season.
The Creative Solution: A Turkey-Sized Meatball
Collaborating with creative agency Mother London, Ikea turned to one of its most iconic assets—the meatball. The result was a humorous, shareable concept: a Turkey-Sized Meatball. This 4.5kg creation used the same ingredients as Ikea’s traditional meatballs, paired with its signature creamy sauce.
To amplify the campaign, Ikea also introduced vegan-friendly “Veggie Ball Christmas Trees” and held Instagram competitions to give away these festive novelties. Limited stock was made available online and in select stores, encouraging excitement and user-generated content from fans.
The Social Media Impact
The simplicity and humour of the campaign were perfectly tailored for social media, creating a visually compelling story that resonated with audiences. Key highlights of the campaign include:
- Virality: The Turkey-Sized Meatball became a global sensation, generating earned media worth over £2.5 million. Media outlets like CNN and Fox News covered the story, while brands and celebrities joined the conversation.
- Engagement: The campaign became Ikea’s most-liked social media initiative, driving significant user interaction.
- Results: Ikea achieved a 21% increase in top-of-mind awareness during December, far surpassing its annual average.
The Role of Social Media Marketing in Ikea’s Success
Social media marketing played a critical role in making this campaign a triumph. Here’s why it’s an indispensable part of any total marketing strategy:
- Real-Time Engagement: social media allows brands to engage with consumers in real time, responding to trends and feedback instantly. Ikea’s humorous, timely campaign demonstrated the power of agility in marketing.
- Amplification Through Virality: Platforms like Instagram and Twitter amplify creative ideas exponentially, as demonstrated by Ikea’s £2.5 million in earned media coverage. Viral campaigns not only build awareness but also foster brand equity.
- User-Generated Content: By involving shoppers in the campaign, Ikea created a sense of community and encouraged organic promotion, which added authenticity to its messaging.
- Cost-Effectiveness: Social media campaigns, when executed well, can deliver high returns on investment compared to traditional advertising channels. Ikea achieved massive global exposure with a relatively low-cost concept.
- Enhanced Brand Identity: social media allows brands to showcase their personality and connect with audiences on an emotional level. Ikea’s humorous approach reinforced its image as a playful, creative, and consumer-focused brand.
Anyway, Ikea’s Turkey-Sized Meatball campaign exemplifies the power of creative social media marketing in driving engagement, awareness, and loyalty. By integrating humour, shareability, and brand assets into a well-executed strategy, Ikea not only overcame seasonal challenges but also strengthened its position as a household name globally. For any brand, leveraging social media as part of a total marketing strategy is no longer optional—it’s essential.
