Ikea turns to Pinterest for first Indian-inspired range
By Matthew Chapman, campaignlive.co.uk, Tuesday, 15 May 2012 10:30AM
Ikea is running a Pinterest and Facebook campaign to draw attention to its first Indian-inspired range, which sources all products from India.
Initial awareness of the range will be driven by an email to all 1.3 million members of the Ikea Family loyalty scheme, directing people to a bespoke microsite.
The microsite, created by Lida, will display curtains that draw back to reveal the limited edition 'True Blue' collection.
Visitors to the site will also be able to choose their preferred shade of blue, which will then display products in the same colour to drive home the True Blue theme.
A button on the microsite will direct traffic to a showcase of the collection on the Pinterest social network, while visitors will also be asked to share the offers on Ikea's Facebook page, which will have a blue takeover to mark the collection.
Markus Weichselbaumer, relationship marketing manager at Ikea, said: "Decorating your home can be a lifelong journey. It's this thought that led our designers to India to collaborate with local suppliers in creating something very special indeed: a mix of quality design with Indian craft and colour."
Follow Matthew Chapman at @mattchapmanUK
This article was first published on campaignlive.co.uk
- Senior copywriter story uk limited Negotiable depending on experience, Edinburgh
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Print & Digital Designer Michael Page Digital £35000 - £40000 per annum, City of London
- Client Director Daniel Marks London $130-180K salary (depending on experience), New York (City) (US)
- Global Strategy Director - New York Daniel Marks London $150-200K salary (depending on experience), New York (City) (US)
- Daily Mirror publishes its own tits on Page 3
- 'This girl can' tops Campaign Viral Chart
- John Brown Media appoints Rebekah Billingsley to head of digital and content strategy role
- 'You don't have to explain yourself if you are getting the job done,' says Tracy De Groose on work and motherhood
- Publicis Groupe extends deadline for Sapient deal again
- Lidstone exits Havas amid restructure