IKEA's #StayHome Campaign

 

Background/Introduction:

    In 2020, IKEA, the world's largest furniture store, came up with a genius marketing technique for the times of COVID-19 called the #StayHome campaign. The public relations stunt was started in Spain, and carried out in March of 2020, just less than three months from when the coronavirus started to really spread. The campaign focuses on selling the comfort of the home, togetherness with loved ones, and the nostalgia that the home can offer. IKEA's campaign does not come forward and advertise their furniture or goods for the home. The message is implied to buy their products, they do not have to explain what they are selling. IKEA's is trying to get customers to associate their brand and products with the focus of their campaign, comfort and togetherness. They want people to think about the comfort that IKEA products can bring to their home. This is also a perfect message in the more tough times of COVID when people were told to try and stay home. So IKEA sends the perfect message for the pandemic as well.

    With this campaign, IKEA made a "Stay Home" Catalog that was released a month after the launch of the public relations stunt. It is a catalog that it supposed to keep people busy, which included little memory and puzzle games inside. This was a light hearted thing that IKEA did in the midst of the coronavirus outbreak. IKEA sends two messages with this campaign. One being that people should protect themselves and spend time with their loved ones with the spread of COVID-19. Of course, they also want to sell the brand without making furniture the focus of the campaign.

Relevance:

The IKEA #StayHome Campaign is most relevant to the concept of Corporate Social Responsibility (pg. 48) within public relations. Companies like IKEA have showed their customers through this campaign that they are interested in people's well being and staying safe in the pandemic. IKEA is showing their sincerity and ethics in the pandemic situation. In many cases, appealing to the emotions of people can attract more customers than just showing advertisements for furniture. IKEA tries to reach people on a human level, and not just strictly advertising their products; they sell ideas to their customers. This message also builds up IKEA's reputation and people's perception of the company.

Significance:

This public relations stunt is important because it gives a good message for people, and it makes light out of a terrible situation. IKEA's marketing of the #StayHome Campaign was unique because there has not been a global wide issue that has affected people the way that the COVID-19 pandemic has in any recent years. Many people and businesses did not know how to navigate through tougher times of the coronavirus, but IKEA created a smart campaign that addressed the state of the world at the same time. Public relations practitioners can learn from this campaign that connecting with people on a human level, not as just a customer, can bring more success. Appealing to the emotions of people can resonate more than just advertising a product.