Target
New Nesters:Couples in their late 20s to early 30s, newly moved in together and ready to build a life from the ground up. They’re navigating the excitement and adjustment of cohabitation by blending routines, styles, and expectations. They want a space that feels like home for both of them and even though they're starting with the basics they are creating a home that reflects their shared identity.Problem
IKEA's advertising doesn't explicitly focus on couples for a few reasons. IKEA's marketing aims to appeal to a broad audience, including individuals, families, and those living alone, not just couples.The tagline for this campaign is: He's minimal, she's maximal, together we're IKEA compatible
Insight
Newly moved-in couples often feel a disconnect when their space is filled with mismatched or leftover furniture from their previous lives. They’re starting a new chapter together and want their home to reflect their shared identity. Buying new furniture gives them a sense of ownership and unity, a way to intentionally create a space that feels like “ours,” not just a combination of what they had before.Concept
A relationship can be considered a perfect blend between 2 people. Personality, style and taste are things that combine when people come together. Bring it together and express it in your new home and in your new life. Style 1 + Style 2= Something SpecialCreative approach
Show the uniqueness of relationships and creative styles through furniture selection IKEA PRESENTS:
BUILDING FROM THE GROUND UP
These storyboards show couples moving in together and struggling to blend furniture from their past lives. Through compromise and IKEA they find a style that works for both and create a new home together.
Social Media Post
Guerrilla Marketing
“What’s the Hardest Part?” Chalk Wall
Concept: A black IKEA-branded chalkboard wall in a high-traffic area where people answer:
“What’s the hardest part about moving in together?”
People will go up to it and write down their thoughts in feelings acting like a support system for brand new couples experiencing something new like this for the first time