Peek-a-boo! See how this furniture brand redefined what “window shopping” was in 2022!

Thursday: Gorillas of Guerrilla Marketing FROM THE DESK OF MILES EVERSON: Hey there! Have you heard of guerrilla marketing? If not, allow me to explain: Guerrilla marketing is all about thinking outside the box. It’s a simple strategy that is easy to appreciate, and more often than not, inexpensive. I am a big fan of this strategy because it sparks creativity and hooks people in. I believe professionals in this field should add this to their arsenal. Curious about how guerrilla marketing works? Delve into the article below to discover how a particular campaign redefined the art of window shopping in 2022. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Peek-a-boo! See how this furniture brand redefined what “window shopping” was in 2022! Every corner of a house tells a story. Every space reflects what was there, and every window is a glimpse of a life well-lived. Just as these apertures reveal the essence of living, so does window shopping, which gives us a spark of inspiration and ideas for home decor, fashion, or gift-giving. So, what would you feel if window shopping was brought to your neighborhood directly? Excited? Confused? Indifferent? Neighborhood window shopping may seem unusual, but everything is possible when there is an open window in apartments for you to sight-shop! For example: In May 2022, IKEA, a furniture retail company, launched a campaign where it actually turned literal urban houses in Canada into showrooms. The campaign was called… “Made for Downtown Living!” Together with Rethink Toronto, an ad agency based in Canada, IKEA created the campaign to introduce its new store in downtown Toronto. The goal of “Made for Downtown Living” was to represent the diverse neighborhoods and lifestyles in Toronto, making the apartments and houses filled with IKEA goods feel authentic to the locals in the community. Besides that, the campaign highlighted IKEA’s shifting focus to urban areas. According to the World Bank, over half of the world currently lives in cities in 2023. By 2050, the number is expected to double with nearly seven out of 10 people living in urban areas. No wonder IKEA is changing its retail strategy from only focusing on suburban places to downtown centers! By opening its new store in downtown Toronto in 2022, IKEA showed it was consistent in meeting the evolving needs of its consumers. So, how exactly did IKEA and Rethink execute the campaign? They filled urban homes and apartments with IKEA furniture and home goods to help customers visualize how such items could fit into their own living spaces! Windows of the apartments were left open, with the sign around it saying, “Made for Downtown Living,” along with IKEA Canada’s new store address. The homes turned into showrooms were located in neighborhoods such as The Distillery District, Beaconsfield Village, Humewood-Cedarvale, Parkdale, West Bend, and Danforth. As part of the campaign, Rethink also created an online film posted on YouTube, showcasing how IKEA furniture and home goods would fit in the downtown houses. According to Jordan Sequiera, marketing campaign leader of IKEA Canada: “Our out-of-home campaigns always feature inspiring furniture layouts in lifestyle images. But this is the first time we have replaced those images with real living spaces, decorated with IKEA products and populated with real people.” Clearly, the “Made for Downtown Living” campaign showcased how IKEA’s versatility knows no bounds, since it challenged consumers’ perspective that the brand can only cater to suburban areas. What’s more? The campaign celebrated the diversity of life and neighborhoods, proving that a brand could be more than just selling furniture—it could also be a reflection and window of authentic community living. Was IKEA Canada’s “Made for Downtown Living” campaign effective? IKEA’s “Made for Downtown Living” campaign achieved amazing results. In fact: The campaign amassed 31 million social media impressions. There was a 41% increase in foot traffic in the new downtown store during the campaign compared to the normal baseline. There was a 4% increase in top-of-mind awareness, where Canadians associated IKEA with certain products when asked about other brands. The campaign won a Silver Award under the Niche Strategy category at the 2023 Strategy Awards. The campaign clinched the Gold Award under the Best Print/Out-of-home category and the Silver Award under the Best Experiential Engagement category at the 2023 AtoMiC Awards. The campaign bagged a win under the Retail category of the 2024 The Drum Awards. Hats off to IKEA Canada and Rethink Toronto! These results proved how thinking outside the box in marketing can truly elevate a brand’s success! *Claps* Just like how IKEA Canada created an indelible connection with its audience by authentically portraying the diversity of life and neighborhoods in Toronto, you can also look for ways to tap into your audience’s emotions. This does not have to involve real apartments and showrooms that will cost you a lot. As long as you let yourself be creative and honest, you too can create that connection with your customers! Another thing is knowing what your customers’ evolving needs are and finding an opportunity to affirm them. Do some research, plan your campaign carefully, and strategically execute your plan based on your customers’ needs. Doing these steps will make your brand stand out and create a connection with your target market on a personal level. … and lastly, don’t forget to have fun! Remember: A memorable campaign is not just engaging but also entertaining. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful! EXCITING NEWS AHEAD The world of work has shifted, and there’s no going back. The barriers to entry have never been lower for talented professionals to work independently, and today’s massive external workforce is hardly a pandemic-produced fad. Business owners can only survive in the new work landscape by partnering with this deep talent pool. With decades of experience in both small-business entrepreneurship and executive management at PwC, I truly believe that the future of work is independent. With that, I’m happy to share with you that my book, co-authored with Walter Scott Lamb, is now available for pre-order on Amazon! 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