Solution
- Publicity in various newspapers was utilized to expand IKEA’s brand identity and to deliver its corporate vision and values
- IKEA’s positive corporate image was enhanced by highlighting its image as a business that values diversity and employees’ job satisfaction
- Its corporate image as a business contributing to the community was consolidated through the consistent message prioritizing CSR activities, regional co-prosperity, and sustainability
Results
- PR Value increased by 13%, compared to the previous year’s corporate exposure
- Reach was broadened thanks to exposure in various channels including daily newspapers, magazines, TV programs, influencers’ channels and YouTube
- A message that IKEA can cover a wider business field including food and sustainable products was delivered
- Promotional activities for IKEA’s third and fourth stores as well as its first urban format store were successfully performed
- Negative issues were minimized through the consistent message
