How IKEA managed to drive traffic toward its Store?
“ Doing it a different way “
IKEA is known all over the world for its unique and outstanding home furnishing solutions. On 9th August IKEA launched its first store in Hyderabad, India. Ever since the launch was announced I was very excited. Now you must be wondering, why?
In India, we are not very familiar with the DIY (Do-it-yourself)concept due to the easy availability of quality and affordable talent pool. Traditionally we are more inclined towards furniture made of solid wood though in the recent years that mindset is changing.

“ The How “
How would IKEA reach out to the Indian consumers?
“Making an impact”
IKEA created magic. On 9th August 2018, the day IKEA’s first store was launched in Hyderabad all the roads leading to the mall was choked with traffic. So how did they manage this feat?
“The social media campaign”
On YouTube:
With a hashtag, #MakeEverydayBrighter IKEA went all out on their marketing efforts. They used a mix of the social media campaign and innovative, experimental marketing. Their YouTube video has a very catchy tune “Is a home really just a home? …” and has got 3.9 M views till date. The video has a very trendy and happy vibe of family time and very smartly showcases products which cater to all age groups. In a subtle manner, the affordable pricing is highlighted because India is a price sensitive market.
On Instagram:
They have used Instagram to showcase images of their products along with the launch video and have around 79.9 K followers and the numbers are growing.
On Facebook:
Their Facebook page has 27 M likes and 27 M follows. Wow, what numbers! Their core concepts of accessibility and affordability are highlights of their campaign. In most of their product images, they have highlighted the prices which are really affordable.
“Adding Innovative Marketing in the mix”
But the best is yet to come,innovative marketing was added to the mix.
- Customers were delighted to see empty IKEA boxes on conveyor belts at the Hyderabad airport on 9th August and tweeted about it on Twitter.
- A bus stop was furnished with fun, trendy and colorful furnishings much to the delight of the commuters and this became a selfie corner for lot of people who I am sure must have shared it on various social media platforms.
- Brightly done up autos painted blue and yellow took people on a VR (virtual reality)ride in NTR Garden, Hyderabad .The YouTube video of the experience itself garnered 646 K views.
“The Result”
With such an outstanding campaign IKEA leads Hyderabad to its doors literally. I can’t wait for IKEA to launch its store in Kolkata, India but looks like that will take some time. For now, I wish them all the luck in reaching the Indian homes and hope that their customer service matches their marketing because social media today is a two-way conversation.
