Establishing the #marchmidsummer tradition for Ikea
In Sweden, the highlight of June is Midsummer – a party on the longest day of the year. An evening where everyone comes together to dine on traditional dishes, drink schnapps, and dance. Being one of Sweden’s biggest retail success stories, Ikea wanted to share the happiness of Midsummer by hosting a special event. Previous and potential cooperation partners, bloggers, Instagrammers and YouTubers were all on the guest list. Ikea turned to Dept to support this influencer campaign in Germany.
Special moments create unique memories
The #MarchMidsummer campaign was a complete success. 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.
Over 40 influential guests came together to celebrate alongside Ikea. 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 acted as Ikea brand ambassadors.
A link was created between the Swedish tradition and the retailer
The great vision to establish midsummer in Germany as a tradition, in order to create an occasion to celebrate with friends and family, was successfully showcased through our celebration and campaign.
Special moments were created that those who attended will remember forever. Every year, Ikea celebrates the Swedish midsummer with various activities and now a tangible link has been created between the Swedish tradition and the home furnishing retailer, as a result of the #MarchMidsummer campaign and the #MarchMidsummer party.