Real Life Roomsets

Agency: IKEA and Shelter with Hope&Glory and Weber Shandwick

Creating roomsets in IKEA stores that depicted the real living conditions of those in temporary accommodation had a profound impact.

There were 324 pieces of editorial coverage, the IKEA policy pages set up for the campaign received 11,300 visitors and there were over 3.5m impressions and over 32,000 engagements on LinkedIn alone. Post-campaign research found perceptions that IKEA is “committed to doing good” rose 20% and the proportion of people feeling IKEA is “a values-led business” increased 12%.