To promote sustainable and affordable ways of living, IKEA has partnered with Vox Media’s award-winning brand studio, Vox Creative to build a tiny, sustainable mobile home. A fully integrated campaign launches today across Curbed, generating awareness of the tiny home and illustrating the big impact that small, daily decisions can make for a better, more sustainable world.
The home, created in partnership with IKEA’s media agency, Wavemaker, is outfitted with a variety of IKEA furnishings and gadgets that can help people live more sustainable lives, on any budget. As a company, IKEA has always been focused on making better choices in order to build a brighter future for people and the planet. This campaign builds on the brand’s Why We Make campaign created in partnership with Ogilvy, driving awareness of IKEA’s commitments to sustainability, inclusivity and innovation.
To promote the making of the home and the brand’s deep ties to sustainability, IKEA partnered with Vox Creative’s Explainer Studio to create a video going behind-the-scenes of making the tiny-home featuring experts and influencers in the space. As part of a unique shoppable experience, audiences can explore the tiny-home and buy furniture or gadgets featured in the home. Audiences can also take an archetype-based sustainability quiz to determine their impact on the earth, with recommended actions for creating a more sustainable everyday life and tailored links to IKEA products based on results.
Branded content will be promoted on Curbed, Vox Media’s network covering all things home and distributed across Vox Media’s proprietary ad marketplace Concert.
Originally built in March, the tiny-home was preparing to take a nationwide tour across the U.S. with stops at sustainability-focused events, but pivoted to a fully digital campaign as a result of the pandemic – still delivering on the goals of creating a meaningful and measurable impact on audience’s understanding and adoption of a more sustainable lifestyle.
The brand worked with Vox Media’s social impact practice, IQ and experiential team to bring the experience to life completely remotely. Through IQ, Vox Creative will comprehensively measure this initiative across all campaign elements and consumer touch points using a proprietary set of tools and technology uniquely suited to measure brand lift and cause adoption across the experience.
Learn more about the making of the tiny home here: ikeatinyhome.curbed.com