Ikea's House of Kitchens

The goal for this campaign was to elevate the brand and position the retailer as a leader in democratic design by launching Sektion, Ikea's new kitchen system designed to give consumers more choice and customization.

Whether you're hosting a dinner party, or chatting with your family after a long day at work, the kitchen is truly the hub of the Canadian home. Because of this, consumers are looking to build kitchens that reflect their personal style.

The Ikea House of Kitchens brought the ultimate kitchen party to life and was designed to showcase the Sektion kitchens, emphasizing the versatile and customizable options. The agency worked with four Canadian influencers to create their own kitchens, including Income Property host Scott McGillivray, chef Lynn Crawford, Love it or List it Vancouver host Jillian Harris and etalk host Jessi Cruickshank.

Top media, influencers and VIP consumers who won a chance to attend the event by engaging with IKEA via social media, joined the festivities along with the four Canadian hosts. Each host greeted guests in their own kitchen, serving their favourite cocktails and snacks. Following the event, a Google Cardboard activation was featured in-store to bring the party experience to consumers across Canada. The event was also leveraged as a venue to film a TV commercial, digital ads, and in-store marketing collateral.

In anticipation of the event, Ikea's social channels generated nearly 9,000 engagements from consumers vying for one of the 40 spots Ikea made available at the event. More than 100 media, influencers and VIP consumers attended the exclusive event, making #houseofkitchens a trending topic on Twitter. Overall, the event resulted in more than 10 million media impressions and more than 1,000 walk-in visitors to the house over the two days it was open to the public.