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IKEA and Whistl: two decades of furnishing consumers with inspiration in the home

Campaign objective

The IKEA catalogue is an integral part of the Swedish furniture and home furnishing retailer’s marketing strategy. As an inspiring showcase of the breadth of its offerings that consumers can refer to year-round, the catalogue helps drive footfall in the UK and Ireland. In partnership with Whistl for over 20 years, IKEA has used doordrop media to raise brand awareness and engagement.

Intelligent doordrop solution

Our planning team works with the client’s customer data to pinpoint the most valuable households within each store’s catchment – both current high spending customers and areas rich in prospects. We distribute the catalogue on a solus basis via the Whistl Home Network to over half of UK households across the UK over a 4 week period.

Campaign results

Offering consumers inspiration with a Multi-Page doordrop delivers:

  • A sizeable majority of consumers retain the catalogue for a year
  • Campaign generates excellent recall
  • Consumers driven instore as a direct result of the campaign