Man Lives in IKEA
Challenge
When comedian Mark Malkoff approached IKEA about living in its Paramus, N.J., store and documenting his adventures on the Web, IKEA consulted with Ketchum and decided the idea was a good fit for its "Home is the most important place in the world" brand campaign, even if it meant ceding creative control to Malkoff.
Solution
Malkoff moved into an in-store "apartment" where he was allowed 24-hour access to film everything, including interactions with customers and IKEA co-workers, which he then edited into 25 short videos posted on a special website and YouTube. Ketchum worked closely with IKEA to coordinate interviews, ensure clear messaging and anticipate issues.
Result
Traffic to the IKEA website increased by 6.8% over the previous January, as store sales rose 5.5%. The campaign resulted in nearly 1.5 million webisode views, 15 million hits to MarkLivesinIKEA.com and 382 million positive media impressions
How we EARN ENGAGEMENT
Lenovo Wins the World Over at the Olympic Games
By leveraging Lenovo’s sponsorship of the Beijing Games, Ketchum engaged important thought leaders to boost awareness of the previously little known Chinese brand.
Norwegian Seafood Reels in the Love
By creating a clever "Fish of Love" page on China’s top online social networking site, Renren.com, Ketchum helped engage many thousands of netizens in positive conversations about Norwegian salmon.
