IKEA enlists fans to target their own friends

Share this article:
IKEA told its Facebook fans to invite buddies to "Bring Your Own Friends" blowout shopping event
IKEA told its Facebook fans to invite buddies to "Bring Your Own Friends" blowout shopping event

Heat Meter: Our look at the most — and least — engaging targeting campaigns

The “Bring Your Own Friends” campaign from IKEA USA gave back to its customers while at the same time raised money for charity. Who can beat that? Plus, IKEA cleverly enlisted its own Facebook fans base to do some of the heavy marketing lifting for them.

The way it worked was simple: IKEA told its more than 430,000 Facebook fans to invite buddies to bring along and enjoy a full day of free in-store meals, massages, gift card giveaways, discounts and other perks for one blowout shopping day in mid-January at IKEA stores nationwide.

After “liking” the page on Facebook, fans could RSVP at the nearest IKEA location, download coupons and start inviting friends to the event. For every friend invited, IKEA promised to donate $1 to Save the Children, up to $50,000, a goal IKEA reached.

On the surface it appears basic: IKEA targeting its own large audience of Facebook fans. But there's a second level: Once the IKEA fans signed up, they were enticed to invite their own friends, thus exponentially enlarging the scope of the campaign.

To make it fun, when selecting friends to invite to the event — described as “A day of rewarding friendships at IKEA” — fans could designate jokey monikers that would appear along with the invitations on their friends' Facebook Walls.

The lead-up to the big event could have been more engaging, but overall, the push created a literally rewarding experience for the customer — and the campaign showed how a marketer can easily target new customers in its prime demographic by enlisting the help of its already-loyal fans.

Check out more targeting campaigns:

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.

Ecstatic Over Programmatic

Ecstatic Over Programmatic

Ads purchased programmatically will double this year to $10 billion, and then again to $20 billion in 2016, a new study forecasts.