A new campaign, “It’s Actually IKEA,” is the latest effort by the retailer to be more holistic when it comes to media planning and buying, according to Jonelle Ricketts, head of marketing for IKEA Canada.
The campaign – with Carat handling the media buy and Rethink on creative – draws on high-end lifestyle brand advertising tropes to promote IKEA’s high-quality and affordable design. While the creative initially resembles aspirational brand advertisements, it eventually emphasizes the retailer’s goal of making exceptional design affordable.
The campaign is supported by OOH, digital advertising and social media, and will run nationwide until April this year. Ricketts tells MiC that the media plan was designed to create emotional resonance among Canadians looking for affordable home solutions, with a holistic video strategy that includes broadcast TV, online video, connected devices and social media.
“The campaign has a mix of channels to ensure we are intercepting our target in their day-to-day lives wherever they are, building both mental availability and priming bias,” Ricketts says. “Our goal is to inspire Canadians to see affordability not as a compromise, but as an opportunity to bring thoughtful home furnishing design and functionality into their lives.”
Ricketts explains that combining traditional linear TV with a greater emphasis on OTT/CTV and streaming allows the brand to reach Canadians who are consuming content in a fragmented market. However, IKEA Canada’s investment in digital and OLV is not new, she notes.
The brand has been refining its video strategy to align with the habits of newcomers in Canada. In its previous “Coming Home” campaign, the retailer focused on social media platforms where its target audience is most active, such as Pinterest and TikTok. IKEA also leveraged streaming services and online video retargeting to reach consumers further along in the purchasing process for kitchens and bathrooms. That campaign also included digital and OOH ads showcasing ideal kitchens and bathrooms, as well as real-life situations that take place in them.
“Over the past few years, we have been on an incredible journey with many Canadians, helping to inspire them to bring their homes to life with a little help from IKEA. Our latest affordability campaign, ‘Actually, it’s IKEA,’ is designed to connect with a broad Canadian audience, showcasing how we make quality products accessible to everyone,” Ricketts says.
“Affordability is a universal priority, cutting across demographics like young professionals furnishing their first apartments, growing families upgrading their homes, and retirees seeking comfortable solutions on a budget. By addressing this shared need, the campaign reinforces our commitment to provide a better everyday life for many Canadians, regardless of their income or lifestyle.”
In 2024, IKEA Canada invested more than $80 million to lower prices on more than 1,500 products across its range. This year, it says it is investing more than $50 million to lower prices on more than 550 SKUs.
