Ikea’s UK marketing boss on evolving its marketing to engage across channels

Ikea is a brand on the up. Its UK sales increased by 8.9% to £1.72bn in the year to the end of August 2016, with its share of the home furnishings market up 0.5 percentage points to 8.2%. And it is kick-starting 2017 with a new campaign focused on sleep. Created by its agency Mother, the fully integrated campaign will look at the “human side” of sleep, using the analogy of athletes preparing to compete as a parallel to the way adults should invest in the ritual of going to sleep. It also cleverly changes up its creative platform ‘The Wonderful Everyday’ to ‘The Wonderful Everynight’.