IKEA: Sleeping at IKEA, a dream come true
Connecting the brand with the sleep category through a creators’ experience
With the claim “Wake up! It’s time to sleep.” IKEA was on a mission to encourage healthier home habits and reinforce its position as the ultimate one-stop shop for a good night’s sleep. As a first step, they invited their community to a sleepover in their stores.”
NEI sourced and curated the guests to turn the brand event into a social media conversation and get all the midnight scrollers to switch off and rest.
IKEA: Sleeping at IKEA, a dream come true
Campaign sneak peek
20
Creators
100
Contracted Content Pieces
301
Additional Content Pieces
2.6M
People Reached Organically
10.6M
Organic Impressions
8.4%
Organic Engagement Rate
Our Work
Sleeping over at IKEA was the brand event. Fun, we know. But as it was exclusive, the buzz and excitement depended entirely on the creators’ coverage.
With pyjamas at the ready, NEI brought together 20 carefully selected creators across IKEA’s Lisbon and Porto stores, each reflecting the brand’s playful and light-hearted spirit. We also helped IKEA curate personalised room setups for each creator, defined the editorial approach and managed on-site creator production, ensuring the activation was amplified with the right tone.
The outcome exceeded all expectations, with creators fully immersed, creating over 300% more organic, real-time content than planned. A moment lived both offline and online, generating over 1000% more interactions than predicted, positively impacting the brand image, strengthening its community, and reigniting interest in sleep.
“A moment lived both offline and online, generating over 1,000% more interactions than predicted, positively impacting the brand image, strengthening its community, and somehow waking people… to sleep.”
The team
Brand Activation Strategy:
IKEA
Creator Strategy
& Management:
NEI
Content Creation:
Kiko is Hot, Fred Gomes, Marta Sobral, Maria Melo Falcão, Bárbara Marques, Joana Vaz, Carina Pinheiro, Carlota Flor, Maria Lemos, Diana Godinho, Sofia Manuel, Martim Calado, Raquel Rodrigues, Mariana Baptista, Wandson Lisboa, Márcia Soares, David Brás, Luís Marvão, Vasco Pereira Coutinho, Rafael Neves
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