Agency: Proximity London
Client: IKEA UK
Campaign Name: Mind Over Clutter
Campaign Overview
How could IKEA cut through the clutter of the Spring retail season to find an audience to engage with?
Strategy
IKEA decluttered its data before helping people declutter their lives.
Proximity built a bespoke behavioural model identifying consumers with the greatest propensity to need storage.
It could then be highly targeted with tidying tips, while also setting a framework for finding keen consumers in the future.
Creativity
A series of emails - “Mind Over Clutter” - was created to take people on a step-by-step journey to overcome their decluttering demons.
Messages drip-fed tips, inspirational content and problem-solving products.
People were persuaded to embrace organisation and seek out storage. The email designs were simple and clean to reflect the state of mind IKEA wanted customers to achieve. Cheeky animations showed mess being effortlessly tidied into storage solutions.
Expert tips from IKEA store stylists were included, driving recipients to a video guide to Spring decluttering.
Other messages promoted good storage habits throughout the home.
Results
The “Decluttering Model” proved successful, giving IKEA a framework for other categories.
Identifying a high-propensity group drove an 18% uplift in CTR and 10 times incremental spend.
Overall incremental ROI was 64:1.
The Team
Chloe McMahon, Associate Planning Director, Proximity London - Aaron Breuer-Weil, Junior Planner, Proximity London - Sam Lewis, Data Planner, Proximity London - Chris Barratt, Data Analyst, Proximity London - Francesca Kendle, Account Director, Proximity London - Alice Kenyon, Account Manager, Proximity London - Alex Buchanan-Dunlop, Senior Copywriter, Proximity London - Neil Williamson, Senior Art Director, Proximity London - Brian Eagle, Head of Design, Proximity London - John Treacy, Executive Creative Director, Proximity London - Iain Neal, Country Loyalty Leader, IKEA UK - Danielle McManus, Country Customer Engagement & Loyalty Manager, IKEA UK - Evi Chioti, Country Loyalty Specialist, IKEA UK
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