General information

Campaign objectives: IKEA wanted to position itself as the primary brand in Lithuania for refreshing and refurbishing home spaces affordably, conveniently, and professionally without major renovations:

• Reinforce the message that choosing IKEA products is affordable, convenient, and professional in the minds of the audience.
• Highlight IKEA’s options for home organization and show the audience various ways to update different home spaces with IKEA furniture and interior details.

Context

The client and the TV3 production team have observed a growing trend in DIY home refurbishing and renovations, particularly among Lithuanians. Influencer content, vlogs, and TV shows focused on DIY projects are attracting substantial viewership, highlighting the importance of this topic to the audience.

Creative Minds

The TV3 team and IKEA invited Lithuanians who wanted to refurbish their homes with IKEA products for free to fill out a form on the news portal tv3.lt in order to participate in the show. After the selection process, the production of the TV episodes began.

The main objective of the campaign’s communication was to invite people to apply for the selection process and watch the TV show.

Campaign video

Results

Eight successful seasons of the TV show Home Idea with IKEA were created, with an average TRP of 3.6. Approximately 500 participants express their desire to be part of the show each season. More than 10,000 people watch each episode of the show on the AVOD platform. Most importantly, the client is satisfied with the content and recognizes its unique value. Following the success of the initial seasons, the client decided to expand this campaign to other Baltic States: Latvia and Estonia.

One key to the success of such a show is to reach as many viewers as possible to invite them to participate in the selection process. Casting is crucial because the success of the show depends not only on capturing the renovation process but also on the personal stories of the characters featured in the episodes. That’s the main reason why the TV3 group promoted each time the opportunity to participate in the selection process across various media channels (TV, AVOD) very heavily, creating therefore a double exposure for IKEA: not on the show itself but also the entire selection process beforehand. As this campaign was organized for 8 consecutive seasons, another important aspect of what the TV3 group does is integrating modern production tools to make the content more appealing and entertaining for viewers.