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IKEA

Establishing #marchmidsummer tradition

IKEA etabliert #MachMidsommar Tradition
160K
impressions
13
influencers

As part of IKEA FAMILY’s two-week MarchMidsummer campaign, Dept organised an exclusive midsummer party. Previous cooperation partners and potential new cooperation partners, bloggers, Instagrammers and YouTubers alike attended the party.

Special moments create unique memories

The event supported IKEA’s Marchmidsummer campaign on the one hand, whilst at the same time strengthening our relationships with our influencers. Originally, this was a German campaign named MachMidSommar.

An idyllic atmosphere with Swedish food and great music, accompanied by relaxed conversations, new acquaintances and, of course, DIY flower wreaths and matching photo motifs, ensured a successful Marchmidsummer party.

IKEA Midsommar Influencer Event
IKEA Midsommar Influencer Event
IKEA Midsommar Influencer Event
IKEA Midsommar Influencer Event
IKEA Midsommar Influencer Event
IKEA Midsommar Influencer Event

A link was created between the Swedish tradition and the home furnishing retailer

The #MarchMidsummer campaign was a complete success. At the event held on 16 June 2018, around 40 participants came together to celebrate alongside @ikeadeutschland and Midsommar. More than 100 Instagram stories and 20 Instagram images were created, which together generated almost 160,000 impressions. The influencers that were invited shared their enthusiasm for the midsummer party with their social media community and thus acted as IKEA brand ambassadors.

The great vision to establish midsummer in Germany as a kind of tradition, in order to create an occasion to celebrate with friends and family, was successfully showcased through our celebration. Special moments were created that those who attended will remember forever. Every year, IKEA celebrates the Swedish midsummer with various activities. A tangible link was created between the Swedish tradition and the home furnishing retailer as a result of the #MarchMidsummer campaign and the #MarchMidsummer party.

Outcomes

  • Over 100 Instagram stories
  • 20 Instagram images
  • 40 participants

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