The IKEA Kåma Sutra – Case Study
Online Commercial Film
IKEA Kåma Sutra
The IKEA Kåma Sutra is the ultimate guide to bedroom satisfaction. After many decades studying the intricacies of life at home, IKEA is proud to share its knowledge with the world in this illustrated book, made to help you master the art of loving your bedroom.
When IKEA tasked us to promote a ‘not-so-sexy’ list of bedroom layouts and furniture pieces from their new catalog, we decided to get playful and created The Ikea Kåma Sutra—a book of illustrations to stay inspired in the bedroom. But to make it truly original, we gave each product benefit a suggestive name. All, with detailed illustrations.
The IKEA Kåma Sutra had three main objectives: (1) lead by inspiration, (2) build brand bias, and (3) drive action from IKEA customers. In the first 24 hours, the IKEA Kåma Sutra drew in over 50K views on YouTube, 50K views on Instagram, 17K visits to the digital book, and 83K visits to IKEA-USA.com commercial pages.
Through US-only PR placements, the IKEA Kåma Sutra earned 135.9MM impression and 18.5MM social media impressions. On Pinterest, we tested a new-to-market promoted video, which performed 39% more efficiently than the benchmark. Custom influencer content also brought in over 3MM organic views, 286K engagements, 419K Story views, 2.3K comments and 1.6K clicks through to IKEA-USA.com, and has played an integral part in helping us meet IKEA brand objectives. Since launch, we have received comments from thousands of consumers expressing surprise, delight and appreciation for the work.
OGILVY USA
Creative Direction: Della Mathew
Art Direction: Walter Soares
Copywriting: Amandine Fabian and Loipa Ramos
Illustration: Dave Homer
Website: www.ikea.com/ms/en_US/kama-sutra