What's Happening?
Ikea's 'DIY by Ikea' campaign has won Gold in Media Retail and Consumer Products at The Drum Awards, highlighting its affordable furniture as a stylish and cost-effective solution to rising home improvement
costs. The campaign has transformed perceptions of home repairs and driven furniture sales by offering homeowners alternatives to expensive DIY projects. Ikea's products, such as rugs and frames, are presented as creative solutions to cover imperfections like scratched floorboards and peeling wallpaper, making home improvement more accessible.
Why It's Important?
The campaign addresses the growing expense of home improvements, which have increased by 10% in key markets over the past year. By positioning its products as affordable solutions, Ikea is tapping into a market of homeowners seeking cost-effective ways to enhance their living spaces. This approach not only boosts Ikea's sales but also influences consumer behavior by encouraging DIY projects that are both stylish and budget-friendly. The campaign's success reflects a shift in consumer priorities towards affordability and creativity in home improvement.
