IKEA Everyday every day
Tumblr / social
Creative Lead

Inspire Australians by demonstrating the many ways in which everyday products from IKEA can make a difference to their lives - every day. That’s 365 unique posts a year. *GULP*.

After exploring bespoke builds, online magazine formats and the like, we came to realise that a practical, functional, democratic brand like IKEA needed a practical, functional, creative platform. So we started a Tumblr.

Using Tumblr gave us a ready-made social media dimension to the everyday every day. IKEA enthusiasts had the ability to subscribe to the feed and easily share the content with their networks. Relevant hashtags enabled us to propagate our content to the Tumblr community at large. And having no paid media support, we developed an owned-channel strategy to drive visits to the blog, using EDMs, Facebook posts and the IKEA website.

Featured on brands.tumblr.com——Tumblr’s official ‘best practice’ directory for brands and on Econsultancy's 12 terrific Tumblrs for brand inspiration list.

With Dave Ladd and Matt Abet