Ikea helps families reduce holiday pressures in new campaign

A great campaign by Ikea: Four Weeks of Wonder

Four Weeks of Wonder is a celebration of old and new holiday traditions. From baking cookies and decorating your space, to giving gifts and enjoying quality time (possibly virtually) with friends and family, the season of wonder is here! 


Dive Brief:

Ikea today kicks off its "Four Weeks of Wonder" holiday campaign built around themes of decorating, cooking, gift-giving and celebrating, according to details emailed to Marketing Dive. A hub on the retailer's website connects consumers to gift card giveaways and Ikea's content partners, including a DIY decorator, chef, family of creators and Netflix's "Love is Blind" stars Lauren and Cam Hamilton, who will share themed Instagram and YouTube content.
A video ad depicts a family's moments from this year that acknowledge it's been an exhausting time.The "Not Just Another Holiday Commercial" spot, created by agency Ogilvy, will air on TV, connected TV (CTV), paid social and online video including on Hulu and YouTube.
Ikea's holiday campaign attempts to be relatable with a frank acknowledgement of a difficult year while promising to help take some of the pressure off an unusual holiday season. It highlights the joys of scaled-back celebrations and shares tips for how consumers can adjust their expectations around cooking, decorating and gift-giving. The campaign was developed with Wavemaker, Fullscreen and Fooji.

Dive Insight:

Ikea's holiday marketing recognizes that this year's festivities will likely look different due to the coronavirus pandemic, with the brand honoring traditions old and new. With the core anthem spot, "Not Just Another Holiday Commercial," the retailer spotlights relatable human moments through a single family, aiming to remind consumers that it's here to help for whatever is needed this unique season.

The broader campaign looks to take some pressure off consumers and their wallets with free content to inspire new ways of celebrating. Ikea-themed digital backgrounds will be available for families using video conferencing platforms to stay connected.

Last year, Ikea took a humorous approach to its holiday campaign with an ad that showed household décor rapping jabs about people's lackluster homes. Since then, it's rebooted efforts around sleep to show the lengths people go to for a restful night. Partnerships with Ogilvy, Fullscreen, Wavemaker and Fooji in February extended the retailer's "Save Our Sleep" campaign into March with ads on CTV and social media, as well as influencer tips, product giveaways and Giphy content.

Now, Ikea's holiday campaign continues those agency partnerships and similarly teams up with influencers to share social media content, inspirational tips and product recommendations.

While changes in consumer habits this year helped some categories, retailers at large experienced negative effects from the pandemic. Ikea kept its place as the top retail brand of Interbrand's annual ranking of the best global brands, with a 3% gain in brand value to $18.9 billion (No. 25), while Zara fell 13% to $14.9 billion (No. 35) and H&M dropped 14% to $14 billion (No. 37).

You can view their hub on their website here: https://www.ikea.com/us/en/campaigns/4-weeks-of-wonder-pub575f3160



Source: www.marketingdive.com
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by Alexandra Stanley 9 June 2025
Instagram is no longer just a place to share pretty pictures—it’s now a full-blown marketing machine for small businesses. But what worked even 12 months ago may already be out of date. If you're a business owner in property, trades, interiors—or any hands-on industry—this blog will walk you through what’s actually working on Instagram in 2025, and how you can update your strategy to grow with confidence. Let’s dive into the 7 biggest shifts you need to know about. 1. 🎥 Raw & Real Reels Are Outperforming Polished Content The days of over-edited, overly curated videos are behind us. Audiences want to see real people doing real things. For interior designers and trades, this is your time to shine. Think: ✔️ A quick "before & after" video ✔️ A timelapse of a space being transformed ✔️ You talking directly to the camera about your process Keep it simple, vertical, and under 30 seconds. Done is better than perfect. 2. 📅 Consistency > Perfection Forget agonising over the perfect grid. In 2025, showing up consistently (even if it’s 3 times a week) wins over perfect visuals. Tip: Use scheduling tools like Metricool to plan ahead and batch your content to stay consistent without the stress. 3. 🔍 SEO-Optimised Captions Are a Must Instagram is now a search engine—yes, really! Your ideal customer might be searching “kitchen fitter in Suffolk” or “luxury butler services London.” Use keywords naturally in your: - Bio - Captions - Alt text (added during post creation) This helps you get discovered by people actively looking for your service. 4. 🧠 Engagement-First Format Choices The algorithm now prioritises posts that get people to pause, click, or comment. What works best? - Carousel posts with tips or transformations - Reels that open with a hook - Questions and polls in Stories - Comment prompts like “Would you choose this colour scheme?” Engagement tells Instagram your content is valuable—and it will show it to more people. 5. 📱 Instagram as Your ‘Mini Website’ Your profile is often the first impression before someone even lands on your site. Make sure yours has: - Clear bio with keywords and location - Professional profile image - Highlights (services, testimonials, FAQs) - Pinned posts showcasing what you do Think of it as a mini landing page that sells you. 6. 🙌 UGC & Testimonials = Trust Builders People trust people. Sharing real reviews, videos from clients, or even screenshots of great feedback builds instant credibility. Ask your clients for short testimonial clips—or turn their WhatsApp praise into an aesthetic quote graphic. 7. 🔁 Repurpose, Repurpose, Repurpose Work smarter, not harder. 📌 Post your Reels to TikTok 📌 Turn blog tips into carousels 📌 Clip training content into educational Reels 📌 Turn FAQs into Stories This saves time and grows your presence on multiple platforms with minimal extra effort. Ready to Refresh Your Strategy? If you’re feeling a bit stuck or unsure what to post next, you're not alone. 👉 Book a 1:1 strategy call 👉 Join my next Social Media Mastery course 👉 Or DM me for a quick grid audit (it’s free!) Let’s make Instagram work for your business in 2025—without the overwhelm. Written by Alexandra Stanley, Social Media Expert for property, trades & interiors. Follow @alexandrastanleysocialmedia for more real talk on content that converts.
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