IKEA PR CAMPAIGNS: FROM “DESIGN AND QUALITY” TO “THE WONDERFUL EVERYDAY”

IKEA was founded in 1943 by Ingvar Kamprad as a mail order sales business. 76 years later, IKEA assembled a global retail empire and still stays at the front of consumers' minds with smart marketing efforts. Largely known for its flatpack furniture and meatballs, the brand always tries to attract attention to its stores and highlight the convenience, simplicity and style of the company. IKEA gives us a series of PR campaigns, advertisements, outdoor advertising actions and new media that always leave us speechless. IKEA created many campaigns around socially important concepts such as environmentally friendly actions and home staying after the COVID-19 outbreak. Moreover, IKEA tries to help people personally with their individual problems such as sleep disorder or different kinds of disability. All these campaigns are aimed not only at selling their goods, but also at making people's lives better and easier. Over the years, IKEA transformed from a company that sells to a company that cares.