IKEA Promo, Case study THE KITCHEN IKEA CONTENT WEBSITE by Mediacom London

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THE KITCHEN IKEA CONTENT WEBSITE

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Released February 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: IKEA
Product/Service: IKEA
Date of First Appearance: Mar 1 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Strategy Director: Louise Martell (MediaCom)
Associate Director: Matthew Bamford-Bowes (MediaCom)
Media Manager: Chris Pullon (MediaCom)
Deputy Marketing Director UK: Jason Baker (Ikea)
Advertising manager: Vala Magnadottir (Ikea)
Head of MediaCom: Tom Curtis (MediaCom)
Media placement: Website - The Kitchen - 01.03.10

Insights, Strategy & the Idea
MOST PEOPLE THINKING OF BUYING A KITCHEN WEREN’T CONSIDERING IKEA.

To rejuvenate Ikea’s kitchen business was a massive challenge. Ikea was well known for most home furnishings but not for its kitchens. Research showed that people who’d bought them, loved Ikea kitchens. But for those who hadn’t, Ikea wasn’t on the radar.

Every type of kitchen buyer relies heavily on the internet, for initial inspiration to developing designs, and working out budgets to selecting appliances. Each month they generate 8million searches for content to help plan their kitchen. Ikea was nowhere to be seen in the results pages – a massive problem. And these pages are dominated by companies selling kitchen equipment – you don’t see anyone offering advice and inspiration. Our idea was to fill this void – to create inspirational content that would help people plan their kitchens, and to give Ikea that vital presence in the search results pages.

Creative Execution
WE LAUNCHED A NEW WEBSITE FOR IKEA WITH A DESIGN ENTIRELY BASED ON SEARCH ENGINE OPTIMISATION.

We launched a content-focused, beautifully designed website for consumers, to help them find the inspiration and information they needed, wherever they were on their kitchen-buying journey. It’s packed with design masterclasses, inspirational articles from kitchen icons, how-to guides on making the most of your space and information for DIY-ers.

The site was built from scratch, with every decision on its content, structure and technology informed by search engine optimisation (SEO). Our TV would drive awareness of Ikea as a player in the kitchens market. The website – once optimised and ranking on keywords that match how consumers search for kitchen content – would convert this into perception of Ikea as a credible player in kitchens.

The site forms the cornerstone of a three-year strategy: to dominate natural search and present Ikea as an authority on kitchens.

Results and Effectiveness
IKEA'S KITCHEN SALES ARE UP 11%

Overall, Ikea’s kitchen sales are up by 11% in 2010, with 700k+ unique visitors finding great kitchen content on the site. And they love it, spending 50% more time on the site than the category average, checking out at least three pages per visit. And the site now ranks on page one of search results for over 50 kitchen keywords, making it visible to millions of potential consumers each month. The site’s page rank has gone from zero to five in 12 months – an impressive result by any standard.