Swedish home furnishing company Ikea has been in the US for more than 30 years but was recently having trouble penetrating into existing and new markets — mainly because most people associate Ikea with “starting out” or college furniture.
The company sought to overcome these perceptions by working with Ogilvy & Mather to determine how it could align the brand mission to the things in society that people really care about now.
During the campaign research, Ikea uncovered a lot of news stories, surveys, and other data that supported the idea that life at home still hadn’t returned to normal since the Read full story ›
Source: The Drum
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