1. MyIKEA
Marketing
Campaign
The Dunkin’ Donuts
Chris Lewis, Laney Lewis, Josh Lyon, Adriana
Richards, and Lauren Sarama

2. Purpose
● Establish a campaign that informs students
and parents about the new IKEA location in
Waltham, Massachusetts

3. Objectives
● Raise awareness of upcoming IKEA store
opening in Waltham, MA
● Create buzz about furnishing solutions to
college students and parents
● Establish customer base
● Increase traffic in store
● Encourage repeat purchases

4. Research & Planning
● In-Depth Interviews
○
Organizing on a budget
○ Shopping at one location
○ Sought inspiration online/social media
● Secondary Sources
○
○
Interactive websites
■ Good customer reaction
■ Better brand recall
5 Stages of consumer buying process
■ Information search
■ Purchase decisions

5. Examples of Interview
Questions
1. Which brands do you perceive as Ikea’s top competitors? How do you
perceive the Ikea brand in comparison with the competing brands?
2. When in the market for new furniture, where do you usually start your
shopping process? Do you turn to social media sites or friends/ family for
advice?
3. When living in a dorm or apartment, what are some things that you want to
keep organized? Where do you go to find the necessary furniture to
accomplish this?
4. Would the ability to purchase several products and transport them in
compact fashion nullify the negative aspects of assembly? Is the ability to
purchase multiple items at once in one trip important to you?

6. 5 Stages of Consumer
Buying Process

7. Budget
IKEA Marketing Budget
12%
Development of
MyIKEA
3%
E-mail Marketing
30%
55%
Social Media
Marketing
Brand
Ambassadors

8. Budget
● 55%- Development of MyIKEA
○
○
○
Partnering with AutoDesk Homestyler
Hiring a website manager
Monitoring MyIKEA accounts and QR-codes
● 30%- E-mail marketing
○
○
○
Hiring of graphic designer, copywriter and
HTML designer
Purchasing of listserv from data mining
company
Hiring of email service provider

9. Budget
● 12%- Social media marketing
○
○
Hiring of social media account manager
Monitoring click-through rates
● 3%- Marketing via brand ambassadors
○ Hiring of brand ambassadors
○ Printing flyers
○ Making “IKEA man” costume

10. Strategy
● MyIKEA: an interactive website that allows
students to design their dorm room
○
○
○
○
○
○
Partnered with AutoDesk Homestyler
Provides layouts of rooms
Full IKEA inventory to choose from
Ability to create dream room from a computer
Way to create account and save designs
Able to bring or upload design at IKEA and get
directory of furniture in the store

11. Strategy

12. Strategy
● Drive consumers to MyIKEA using
Facebook, Twitter, and email
○ #MyIKEA
○ Share designs of rooms with friends, family, etc on
social media
● Create buzz about campaign with college
brand ambassadors
“IKEA Man” mascot
■ Peak curiosity and drive customers to
investigate website
○ Talk to students and parents at orientations
○ Increase traffic in store
○

13. Tactics
● Create customer account
○
Ideas will be saved
○ Able to upload design at IKEA or print out design
○ Able to click “buy” and purchase furniture that they
chose for their layout
○ QR code- scanned when go to IKEA to get directory
of furniture
● Room Design
○
○
Able to design room with IKEA furniture and see
how the furniture will look in the dorm layout
Correct dimensions of dorm rooms

14. Evaluation/Measurement
of Success
● Click-through rates
○
○
How consumers arrived at site
How long they committed to site each visit
● MyIKEA account
○
How many accounts created
○ Track customers progress
○ Account becomes inactive...Automated e-mail
system to remind them of inactive account
● Kiosks
○
Measure how many customers use QR-code

15. Summary
● Reach out to potential consumers early
through e-mail and brand ambassadors
● Drive consumers to MyIKEA through Twitter
and Facebook
● Communicate advantage of using MyIKEA
● Make purchasing products convenient using
MyIKEA
● Create customer loyalty through
personalized service

16. Conclusion
• We believe that our campaign will drive
heavy traffic to the new store in Waltham,
Massachusetts because of its engaging
nature and convenience

17. Bibliography
Hislop, Kyle, prod. Review of Homestyler App for Real Estate. 2013. Web. 20
September 2013. <http://www.youtube.com/watch?v=EHqVbC6ht6U>.
Kotler, P., and K. L. Keller. Marketing management. 14. New Jersey: Prentice
Hall, 2011. Print.
Terlutter, Ralf, Sandra Diehl, and Shintaro Okazaki. Advances in Advertising
Research (Vol. 1) Cutting Edge International Research. Wiesbaden:
Gabler Verlag / GWV Fachverlage, Wiesbaden, 2010. Print.
Wilcox, Keith, and Andrew T. Stephen. "Are Close Friends the Enemy? Online
Social Networks, Self-Esteem, and Self-Control." Journal of Consumer
Research 40.1 (2013): 90-103. JSTOR. Web. 7 Sept. 2013.