Underlying the Matteresses, Tables, and Desks

"IKEA's Hit Web Show: An entertaining Ad"

By BEECHER TUTTLE

September 7, 2012, 11:50 a.m. ET 

        After reading Beecher Tuttle's article "IKEA's Hit Web Show: An entertaining Ad," posted in the Wall Street Journal, readers are introduced to IKEA's hit advertising phenomenon. Three seasons deep the online show "Easy to Assemble," has allowed IKEA to make significant strides to create new, innovative subtle advertisements. The key to recent success is their decision to combine social media, celebrities, and entertainment without showing "advertisements." 

     While the setting of the show is in an IKEA store, the companies products, core values, and strengths are made visible to the viewers without interruptions of commercials. Rather, with "Easy to Assemble," the whole show is an advertisement. As a result, IKEA is discreetly showing millions of interested, targeted, and likely consumers the possibilities of their products and company. Although, the effects of the show are not clearly defined at this point, it is probably that IKEA could generate increases in consumer activity.

"According to a third-party analysis by Latitude Research, nearly 80% of the show's viewers are more likely to visit, recommend or purchase an IKEA product within six months of watching the show."

     In my opinion, the various companies executing this style of marketing are geniuses. By adapting to the culture of society and incorporating pop culture and social media into their marketing strategy they will be able to reach bigger markets and greater success.

     As an avid user of social media sites, I am well aware of the power that these medias have over people. Therefore, I believe that by utilizing "Easy to Assemble" and its underlying advertisements, IKEA is easily assembling a strong following and even stronger brand recognition strategy.


WSJ ARTICLE

Topics: Advertising,  Target Market