ABOUT

Our objective was to increase online visitation through attracting new consumers to the IKEA brand by shifting their current perceptions of the brand and getting them to view IKEA as a leader in sustainability. With the launch of Repurposeful Instructions, IKEA did something radical to reduce its environmental impact. Instead of encouraging people to buy new, we showed the world how to upcycle their old IKEA furniture. We created official instructions on how to hack some of IKEA’s most iconic pieces, giving them new life and saving them from the landfill. We created 12 sets of Repurposeful Instructions for popular IKEA products, published for download at IKEA ca/Repurposeful. Products featured included a birdhouse made from BLANDA MATT salad bowls, a terrarium made from FABRIKOR glass cabinets, a beehive made from IVAR cabinets and a hanging garden made from IKEA’s famous FRAKTA blue shopping bags. Each instruction set indicates a recommended skill level, with most of the projects being suitable for beginners. Repurposeful instructions saw a 6% lift in consumer belief in the brand’s positive impact on the environment, a 40% increase in site visitation, and a 75% increase in time spent on site. The campaign surpassed its target by 37% for downloads of the instructions from the IKEA website. We also saw a 32% increase in the sales of IKEA’s sustainable products.