4 ms·

IKEA's brilliant Facebook campaign

111 points by oneplusone 17y ago

Timothee 17y ago
Blogspam. Original story is here: http://news.cnet.com/8301-17852_3-10404937-71.html?part=rss&subj=news&tag=2547-1_3-0-5 http://news.cnet.com/8301-17852_3-10404937-71.html?part=rss&...
- Timothee 17y ago
  It got fixed.
deleted 17y ago
[deleted]
brown9-2 17y ago
I don't understand the last sentence in the quoted article: Before Facebook could take credit for its own wonderful ingenuity in creating the world's most needed Web site, thousands of Swedes were spreading pictures of IKEA showrooms all around the personal galaxy known as their profile pages. Before Facebook could take credit for creating Facebook, thousands of Swedes were spreading pictures of IKEA showrooms around Facebook? The video states this took place during the Autumn of 2009. The chronology and weird verb tense makes the sentence super confusing.
metra 17y ago
Giving away free products will always be labeled a "brilliant campaign." The game that was given away free a few weeks ago, Radiohead, NIN. I'd say the campaign would be brilliant if you could measure an increase in consumers after the campaign. I would just claim my free furniture and that's it. Not necessarily shop there any further.
- sanj 17y ago
  The ability to give stuff away can make campaigns work. But is not a guarantee.
- foulmouthboy 17y ago
  The brilliant part of it was making people tag their names into the Facebook profile's photos. You get those photos showing up in the Walls and news streams of contestants who then explain what they're doing to their 150+ friends who then tag themselves and share the promotion again. Brilliant use of the tool to capitalize on network effects of Facebook.
  - BigDamnDeal 17y ago
    Yeah, this seems especially excellent for getting initial awareness of a product – in this case, that specific IKEA location, as represented by its manager. It also seems like a good way to build a mailing list, as the Obama campaign did when they got everyone's phone numbers so they could text them the name of the VP pick. That was some brilliant use of social media for old-fashioned mailing-list-building disguised as a gimmick.
- cyen 17y ago
  well, the /next/ time you need furniture, now you'll know there's an IKEA in Malmo - I suppose they put manager Gustavsson's profile in the public Malmo network, and the brilliance is in getting the word to spread so quickly (for free! minus products) in the relevant geographical region. Even giveaways usually have marketing budgets for signs, pamphlets, postcards...
- ellyagg 17y ago
  Yeah, this was my problem with the claim that "Cash for Clunkers" was a raging success. People like free stuff and money, and it's not exactly rocket science to get the word spread about all the free stuff and money being handed out.
mpk 17y ago
I'm assuming that Facebook would use data gathered from people being tagged in images to optimize their own shape recognition software. People tagging themselves as furniture must really mess that up :)
- eru 17y ago
  What if your name is really Billy?
- henriklied 17y ago
  Does Facebook recognize objects in photos? I remember reading a paper about this a year ago (where they concluded it would take to much processing), but the site seems to be down. Here's Google Cache of the PDF if anyone's interested: http://209.85.229.132/search?q=cache:A9_-uStMjeIJ:www.enriquegortiz.com/publications/FacebookPaper.pdf+facebook+facial+recognition+paper&cd=2&hl=nn&ct=clnk&client=safari http://209.85.229.132/search?q=cache:A9_-uStMjeIJ:www.enriqu...
stevoski 17y ago
Come on. It's Sweden. It's IKEA. I think most Swedes have heard of IKEA by now and would be aware if a new IKEA was opening in the vicinity. And Malmo is not exactly a tiny, unknown backwater. They've probably had IKEA in Malmo for decades. I suspect the Facebook campaign was novel but not a brilliant runaway success, as measured by an increase is sales.
- wgren 17y ago
  >Come on. It's Sweden. It's IKEA. I think most Swedes have heard of IKEA by now Basic rule of advertising, repetition means reinforcement. Also even if they of course knew about the brand, now they saw products they might not have seen before.
- erikstarck 17y ago
  Just FYI: IKEA has been in Malmö since probably the 70s but they recently moved to a larger store (the second largest IKEA store in the world I think) closer to Copenhagen.
sevenofsix 17y ago
Cardigans are from Jönköping..not Malmö...totally different.
andreshb 17y ago
I think Ikea is great, but I hope this is not replicated massively by other brands.
- wallflower 17y ago
  Ikea is a part of people's lives. "It has even been estimated that one in 10 Europeans are conceived in an Ikea bed." http://news.bbc.co.uk/2/hi/4254181.stm http://news.bbc.co.uk/2/hi/4254181.stm

111 points by oneplusone 17y ago

Blogspam. Original story is here: http://news.cnet.com/8301-17852_3-10404937-71.html?part=rss&subj=news&tag=2547-1_3-0-5 http://news.cnet.com/8301-17852_3-10404937-71.html?part=rss&...

Timothee 17y ago
It got fixed.

deleted 17y ago

[deleted]

brown9-2 17y ago

I don't understand the last sentence in the quoted article: Before Facebook could take credit for its own wonderful ingenuity in creating the world's most needed Web site, thousands of Swedes were spreading pictures of IKEA showrooms all around the personal galaxy known as their profile pages. Before Facebook could take credit for creating Facebook, thousands of Swedes were spreading pictures of IKEA showrooms around Facebook? The video states this took place during the Autumn of 2009. The chronology and weird verb tense makes the sentence super confusing.

metra 17y ago

Giving away free products will always be labeled a "brilliant campaign." The game that was given away free a few weeks ago, Radiohead, NIN. I'd say the campaign would be brilliant if you could measure an increase in consumers after the campaign. I would just claim my free furniture and that's it. Not necessarily shop there any further.

sanj 17y ago
The ability to give stuff away can make campaigns work. But is not a guarantee.
foulmouthboy 17y ago
The brilliant part of it was making people tag their names into the Facebook profile's photos. You get those photos showing up in the Walls and news streams of contestants who then explain what they're doing to their 150+ friends who then tag themselves and share the promotion again. Brilliant use of the tool to capitalize on network effects of Facebook.
- BigDamnDeal 17y ago
  Yeah, this seems especially excellent for getting initial awareness of a product – in this case, that specific IKEA location, as represented by its manager. It also seems like a good way to build a mailing list, as the Obama campaign did when they got everyone's phone numbers so they could text them the name of the VP pick. That was some brilliant use of social media for old-fashioned mailing-list-building disguised as a gimmick.
cyen 17y ago
well, the /next/ time you need furniture, now you'll know there's an IKEA in Malmo - I suppose they put manager Gustavsson's profile in the public Malmo network, and the brilliance is in getting the word to spread so quickly (for free! minus products) in the relevant geographical region. Even giveaways usually have marketing budgets for signs, pamphlets, postcards...
ellyagg 17y ago
Yeah, this was my problem with the claim that "Cash for Clunkers" was a raging success. People like free stuff and money, and it's not exactly rocket science to get the word spread about all the free stuff and money being handed out.

mpk 17y ago

I'm assuming that Facebook would use data gathered from people being tagged in images to optimize their own shape recognition software. People tagging themselves as furniture must really mess that up :)

eru 17y ago
What if your name is really Billy?
henriklied 17y ago
Does Facebook recognize objects in photos? I remember reading a paper about this a year ago (where they concluded it would take to much processing), but the site seems to be down. Here's Google Cache of the PDF if anyone's interested: http://209.85.229.132/search?q=cache:A9_-uStMjeIJ:www.enriquegortiz.com/publications/FacebookPaper.pdf+facebook+facial+recognition+paper&cd=2&hl=nn&ct=clnk&client=safari http://209.85.229.132/search?q=cache:A9_-uStMjeIJ:www.enriqu...

stevoski 17y ago

Come on. It's Sweden. It's IKEA. I think most Swedes have heard of IKEA by now and would be aware if a new IKEA was opening in the vicinity. And Malmo is not exactly a tiny, unknown backwater. They've probably had IKEA in Malmo for decades. I suspect the Facebook campaign was novel but not a brilliant runaway success, as measured by an increase is sales.

wgren 17y ago
>Come on. It's Sweden. It's IKEA. I think most Swedes have heard of IKEA by now Basic rule of advertising, repetition means reinforcement. Also even if they of course knew about the brand, now they saw products they might not have seen before.
erikstarck 17y ago
Just FYI: IKEA has been in Malmö since probably the 70s but they recently moved to a larger store (the second largest IKEA store in the world I think) closer to Copenhagen.

sevenofsix 17y ago

Cardigans are from Jönköping..not Malmö...totally different.

andreshb 17y ago

I think Ikea is great, but I hope this is not replicated massively by other brands.

wallflower 17y ago
Ikea is a part of people's lives. "It has even been estimated that one in 10 Europeans are conceived in an Ikea bed." http://news.bbc.co.uk/2/hi/4254181.stm http://news.bbc.co.uk/2/hi/4254181.stm