Celebrating Individuality, Influenced by You
IKEA was looking to strengthen their connection with Gen Z during the busy back-to-school season, a critical time for engaging younger audiences.
Tapping into self-expression, central to the age group’s identity, we created a campaign that felt authentic and celebrated individuality. Instead of asking students to conform their style to their spaces, “Influenced by You” empowered them to personalize IKEA furniture to reflect their own unique style.
Collaborating with real students, not influencers, we created a series of spaces, showcased in OLV, digital and print, tailored to each student’s individual style. These vibrant, real-life expressions of personality were also supported by Gen Z-friendly headlines in both English and French markets.
The campaign was executed across multiple channels, not only successfully connecting with students, but reinforcing IKEA’s role as a trusted partner for back-to-school essentials.
