In March, Ikea and Vox Creative, Vox Media’s in-house branded studio, had plans to take influencers to a small home on a road trip across the US to educate consumers on how to live more sustainably. However, with the pandemic, brands have had to rethink how to get their campaign message across to consumers using a computer or mobile device.
Half a year later, the brands unveiled a fully digital version of the Ikea Tiny Home project, which uses branded content, behind-the-scenes videos and quizzes to show how consumers can improve their sustainable and environmentally friendly lifestyles, especially with some Ikea products.
The program took over Curbed, the real estate and urban development publication acquired by Vox Media and New York Magazine in April, and is also distributed through Vox Media’s Concert advertising market.
Lauren Delarato, creative director of Vox Creative, said that instead of viewing the cancellation of the physical experience as a missed opportunity, both brand teams are motivated to come up with a new way to achieve the same campaign goal with the added incentive of greater audience reach.
“The digital fulcrum is the ultimate form of sustainability,” said Delarato. “When we looked back on the pitch and how we wanted to present it, we realized that this change was the best way for us to democratize sustainable living.”
Heather Pieske, Executive Creative Director of Vox Creative added that through virtual consumption, Vox and Ikea are providing consumers with a “more accessible entry point” to see the brands’ green values and a unique opportunity to convey people’s assumptions about Sustainability and what small to question and big things that we can do to live more sustainably. “
For Ikea, the new program expands the brand’s “Why We Do” campaign, created in collaboration with Ogilvy, which raises awareness of its commitment to sustainability, inclusivity and innovation.
To promote the 187-square-meter house, which was built in March with Ikea’s Wavemaker media agency, the partners created an explanatory video that takes viewers behind the scenes of the construction of the tiny house, which is equipped with a variety of Ikea furniture is and devices.
In addition, the campaign offers a 360-degree tour of the tiny house with a shoppable item where guests can purchase the Ikea products it contains. The program also includes three promotional pieces of advice from small homeowners and Ikea representatives on how to improve living space sustainability, as well as a guide to Ikea products that complement small home living.
The final aspect of the campaign is a sustainability quiz that asks readers to find out its impact on the environment. Based on the answers, the quiz provides the reader’s archetype on sustainability along with recommended actions for a more sustainable life and tailored links for Ikea products to support this.
“That was very different from [recreating] a live panel on zoom, ”said Pieske. “All senses with which we had to reach our audience have been removed. We had to find a way to translate a more holistic experience where you touch, feel and enter a space. “
According to Pieske, Vox Creative will measure the brand recovery of the experience and drive adoption through IQ, the studio’s in-house tools and technology used to analyze campaign performance.