IKEA: The Wonderful Everyday

Vizeum UK


Advertisers often fall foul of the same bias as consumers, overlooking the everyday in favour of Christmas and other special, but fleeting, events. Instead, the first four years of The Wonderful Everyday shows that a long-term focus on the ‘everyday’ holds great value for both advertisers and their audiences alike. Since the launch of this platform, IKEA’s rejection of category orthodoxy reversed a 4-year 20% sales decline to strengthen its category leadership and revitalize the brand for the long-term. The everyday can be wonderful, especially when it delivers £755m of incremental revenue over 4 years.

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