IKEA tests Pinterest to promote new collection in UK


IKEA UK has begun a new email and social media campaign that utilises Pinterest to promote its new Indian-inspired ‘True Blue' collection. Interest in the campaign, which is also using giant social network Facebook, will initially be driven by an email to members of the IKEA Family Loyalty scheme which will direct recipients to an independent micro-site.


The firm hired LIDA, a direct and digital marketing agency to develop the campaign.

LIDA created the microsite which displays a curtain that draws back to reveal the assortment of merchandise.

The top of the page features a designers blue colour wheel where customers will be able to see their ‘true blue’ match and select a preferred shade of blue, which then brings up specific IKEA products in that colour, continuing the ‘True Blue’ theme.

The Indian-inspired homeware appears in 13 different stores across the country. It’s a new direction for IKEA with all the products sourced from India, which are in line with this season’s hottest interior design colour – blue.

Targeting the 1.3 million IKEA FAMILY Members, an email will reward their customers with a special online preview of the new range.

The creative leads with the tagline: ‘Sneak peek for IKEA FAMILY members,’ and shows a closed IKEA True Blue curtain, reinforcing the exclusivity of the offer. It aims to drive people to preview the products on the microsite.

Pinterest - which enables users to ‘re-pin' items, images or articles they are interested in a ‘pinboard style' - was, according to a January 2012 comScore report, the fastest ever site to break the 10 million unique visitor mark.

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