Marketing through Social Media channels still leaves many marketers scratching their heads but occasionally the industry is provided with some inspiration to help provide a guiding light.
Take for example a new project to help market a new Ikea store that has cost nothing but returned huge dividends – both in doing its job and in subsequent PR.
One of the most popular facilities of Facebook is the ability for users to upload and share photos. Hand-in-hand with that is ‘photo-tagging’ where users can tag themselves and their mates in a name and shame style.
It’s the popularity of this that provided inspiration for Forsman & Bodenfors in Gothenburg.
The team first created a profile for the new store’s manager - Gordon Gustavsson.
Over a two week period, different pictures of shopfloor showrooms from the new store were then uploaded to the profile page.
Facebook members were then encouraged to request Gordon as a friend. The first to tag themselves to a specific item in each showroom photo then won that particular Ikea product.
As each Facebook user tagged themselves, news of the action also appeared on their news feed, creating a viral effect as the campaign was shared between friends and was spread across thousands of different profile pages.
Commentators have given the campaign the thumbs-up for ingratiating the brand into a new community while incurring minimal cost.
To see an indepth case study of this campaign, see the video below.
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