Creating a link between a Swedish tradition and IKEA
The Swedish furniture giant IKEA aims to provide functional and stylish furniture to everyone around the world. In Sweden, the longest day of the year is often a joyous occasion that is celebrated annually with a feast. IKEA wanted to share this Swedish heritage with its German customers so they launched a campaign called Midsummer. They turned to DEPT® and asked us to help them organize a party and social media strategy around the event.
Special moments create unique memories
This was a two weeks long, intensive campaign which would end with a party that included previous cooperation partners and potential new cooperation partners, bloggers, Instagrammers, and YouTubers alike. The mood was idyllic and local Swedish food and music were on the menu. This was accompanied by relaxed conversations, new acquaintances, and, of course, DIY flower wreaths and matching photo motifs. The event served as a fun occasion to connect with customers online while strengthening the brand’s relationships with their influencers.
IKEA wanted to share this Swedish heritage with its German customers
The #Midsummer campaign was a complete success. Around 40 people came together to celebrate alongside @ikeadeutschland and Midsummer. 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.
Client Services Director
Gas Networks Ireland
A customer driven strategy
Gas Networks Ireland (GNI) owns, operates, builds and maintains the natural gas network in Ireland. They service the 650,000 customers, both domestic and business, who are connected to their network. In 2016 we delivered an enhanced digital service channel as the initial foundation of their digital strategy. We continue to partner with GNI to roll out and develop their digital strategy.
Defining a new digital platform
Our initial work for GNI included the redesign and redevelopment of the corporate website with a focus on sales and customer service. Our goals included bringing the connection process online, emphasising the safety message, and integrating into GNI’s CRM.
A digital resource that matches user and business needs
Connecting with customers
UX research and activities were key in helping us to identify GNI’s audience and user groups. We defined their requirements, journeys, and how best to present them with useful information and content.
GNI now has a digital resource that matches their user and business needs. Their website focuses on commercial and domestic conversions, is intuitive and informative, and offers straightforward governance and management functionality.
We supported GNI’s customer expansion strategy to increase natural gas conversions. Potential customers can now inform themselves about the benefits of gas and the steps involved in the connection process. They can check to see if they can connect to the natural gas network and view connection timelines and costs. Once users are ready to connect, it only takes a short series of steps to sign up and pay online. They even get to choose their preferred meter location along the way.
We continuously assess the performance of GNI’s conversion funnel so that we can enhance the experience and connect more customers to natural gas.
A seamless experience through integrations
Behind the straightforward sign up process there are a number of integrations happening to deliver a rich customer experience. They allow customers check natural gas availability in their area and submit meter readings online. On GNI’s side they now have a fully integrated CRM to enable better customer service.
Mapping, CRM, meter reading and address detection are all handled through the following integrations:
- GIS Maps
- CRM Dynamics RESTful API
- IUS Meter Reading
- AutoAddress API
Sales Operations Specialist
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