Reversing the Narrative on Anniversaries: IKEA Germany’s 50th Anniversary

IKEA’s 50th anniversary in Germany presented a unique challenge to turn a corporate milestone into a culturally impactful moment. The goal was to surpass the reach of the German national soccer team at EURO 2024 while reinforcing IKEA’s position as a key cultural player in Germany. The campaign sought to blend nostalgia, humor, and innovation, appealing to multiple generations and strengthening IKEA's market position.

The campaign, under the slogan “Celebrate what unites us,” utilized a strategic earned media approach to engage the public. Key components included the creation of the "50 Years HANDBOK," a media-optimized press toolkit that highlighted IKEA’s cultural milestones. Additionally, a meticulously planned six-week media rollout featured exclusive stories in top-tier German outlets, maintaining a consistent presence. A flagship event at the first German IKEA store in Munich-Eching gathered influencers, political figures, and customers, turning the store into a symbolic “Living Room of Germany.”

The results exceeded expectations, positioning the 50th anniversary as one of Germany’s top cultural events in 2024. The campaign generated 1.12 billion earned impressions, surpassing the reach of the national soccer team by five times. Social amplification was substantial, with influencers contributing 6.5 million earned impressions across diverse generations.

Overall, the campaign achieved a substantial amounting millions in earned ad value equivalency and a remarkable 40x ROI, setting new benchmarks for earned media success and solidifying IKEA’s presence as a cultural cornerstone in Germany.