IKEA 'Careers Done Different'
The campaign's drive is to attract a new generation of co-workers’ with the objective of making the IKEA employer brand as famously loved as the IKEA consumer brand.
Challenge
In the midst of a nationwide labour shortage we needed to make the IKEA employer brand as loved and famous as the IKEA master brand.
Insight
There are many different career paths you can take at IKEA, and we needed to show the world we did careers differently.
Solution
To bring to life our FY24 Career Progression creative platform ‘Careers Done Different’ we created a gamified store experience on Roblox which 10 lucky players were paid to play. NPCs were based on real staff. Once the game launched, the social content focused on career comms.
Results
The campaign went viral, gaining the attention of the BBC, Time, Rolling Stone and many, many more. There was also a lot of buzz amongst influencers who created YouTube & TikTok videos, talking about their excitement for the campaign. It also led to a 50% increase in real world job applications to IKEA.
- 178, 032 applications for the paid player role
- 220million impressions and 2 million engagements
- 207 unique pieces of PR coverage
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IKEA 'Careers Done Different'
The campaign's drive is to attract a new generation of co-workers’ with the objective of making the IKEA employer brand as famously loved as the IKEA consumer brand.
