2017 Bronze Best B2C

LIDA

Client: IKEA

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Campaign overview

IKEA had previously created a cross-stitched email that blurred the lines between online and offline.

They now needed a follow-up, lower-value campaign to convince a further 250,000 members to opt-in to their emails.

Strategy

When considering how they could build a stronger relationship with IKEA’s loyalty members, LIDA spotted a valuable opportunity. They discovered the highest spending segments of members were more valuable to IKEA, by at least £35 a year, if they are opted in to receive both mail and email.

When they looked closer, they found that 1.3 million were currently only contactable by post. So, all they needed to do was convince these members to sign up for email.

The idea needed to demonstrate that regular emails from IKEA FAMILY are like no other, and are worth signing up for. LIDA did this firstly by creating the world's first cross-stitched email, made entirely from fabric.

They now wanted to create a unique rich-format in a simple direct mail set-up to extend their reach to another 250,000 members.

Creativity

Following the success of the cross-stitched email, LIDA went about creating a postcard to continue to help gain access to inboxes via their post boxes, with creative thinking that continued the handcrafted theme, but in a more cost-effective way.

Using the limitations of space on a simple postcard, the team demonstrated the huge levels of IKEA content waiting for consumers by filling the available area with as much inspiring copy as possible.

Results

Both the cross stitched direct mail and postcard direct mail creative led to more members opting-in to get email from IKEA FAMILY; outperforming the control opt-in rate in all cases, with 2.3 times outperformance seen amongst the 'enthusiast' segment receiving the cross stitched direct mail.

Members who did opt in to email, showed high levels of email engagement, seeing open rates of 85% and a click through rate of 69% - 3.8 times the usual open rate and 7.5 times the usual click through rate.

As intended, members who did opt in later went on to visit IKEA more often - between 1.7 and 2 more visits than those who didn't opt in - and also spent more, an extra £97 to £145 more than those who didn't opt in.

Team

Dan Wright Senior (Copywriter) LIDA - Andy Preston (Senior Art Director) LIDA - Vaughan Townsend (Creative Director) LIDA - Mily Williamson (Senior Planner) LIDA - Mirjami Qin (Designer) LIDA -Nizam Ali (Designer) LIDA - Dan French (Designer) LIDA - Nyig Tin (Designer) LIDA - Philippa Sidney (Project Director) LIDA - Eleanor Howle (Account Director) LIDA - Charlotte Tobias (Senior Account Manager) LIDA - Dani McManus (IKEA FAMILY/Loyalty Manager UK & Ireland) IKEA