Pre-Mid Assignment 1

Advertising and PR Research

Critical Analysis of a PR Campaign

Submitted by: Jerushah Amer

F20BAMS061

Semester 7

Course Instructor: Dr. Kiran Karamat

Date of Submission: 08-09-2023

Department of Media Studies

Kinnaird College for Women, Lahore

2020-2024
 Ikea #stayhome Campaign 2020

Introduction of the Campaign

Ikea’s #stayhome is a smart move that goes beyond the typical PR campaign. During the
covid-19 pandemic, people found themselves locked in homes. The idea of home, which is
supposed to be the place where people could feel safe and enjoy became a suffocating place for
many as there were no outdoor activities (Bosnian, 2021). During this tough time, Ikea came
forward and introduced its #stayhome campaign and encouraged individuals to practice social
distancing. This campaign was originated in Spain as #YoMeQuedoEnCasa (I stay home) which
later became #stayhome in English (Le, 2022). The brand ran its campaign through an
advertisement which makes its customers see their homes in a new way. The ad challenged its
audience to see homes as a place where they can feel safe and enjoy new things during tough
time. Ikea strategically used #stayhome to spread positivity and hope to see our homes in a new
light. Through this campaign, Ikea turned houses to feel like true homes.

Analysis of the campaign

Ikea’s #stayhome campaign was a brilliant initiative which made the brand standout due
to its efficient PR strategies. Let’s critically analyze the key components of the campaign.

Timeliness and relevance

The campaigns timing was strategic and aligned perfectly with the peak of the COVID-
19 pandemic, particularly in Spain. As this region was hit hardest by the virus at that time, it was
an ideal place to launch the campaign in this region. By launching the campaign during the
period of global uncertainty and lockdown, Ikea demonstrated its sensitivity to current events
and the need of its audience. Moreover, this initiative also added emotional weight to the
campaign which made it more impactful.

Today, executing a PR campaign has become more challenging than it was in past. Every
minute we are bombarded with immense media content, therefore it is extremely crucial for any
company to execute their PR strategy on the right time. It is it highly important for any company,
individual or brand to know the significance of well-timed strategy to keep up its position in the
market (Shah, 2022). Since many companies were launching their CSR and PR campaigns
during the lockdown, Ikea was clever enough to recognize the need to execute their #stayhome
campaign.

Emotional connectivity

Developing emotional connectivity is a crucial component for establishing a strong PR

for a brand (Forbes, 2023). While analyzing the campaign it can be said that the brand efficiently
used its campaign’s concept to connect with its audience by highlighting the chaos and mental
strain which people have experienced worldwide in during lockdown. Ikea, through its
#stayhome campaign has masterfully developed an emotional connectivity with its audience.
Moreover, it has encouraged them to evaluate their relationship with their home, which has
transformed into a prison for many during the lockdown. According to Finance magnets (2022),
a strong brand image is vital for any business to make it distant out from its competitors. A good
brand image is far more than its logo or graphics and it always focuses to create an emotional
connectivity with the customers by conveying the values of the brand.

Ikea has tried to regain the relationship of individuals with their homes while spreading a
positive message of social distancing. This strategy of Ikea created a strong sense of comfort,
and warmth among the customers during the time of uncertainty.

Authenticity

Throughout the campaign it has been observed that Ikea has not directly focused to pitch
the direct sales of its products, making the campaign more authentic for its purpose. Instead of
aggressively pushing and marketing the product for the sale purpose, the company appears
genuinely concerned about the well-being of the customers. Authenticity matters the most,
especially during such times when the customers are facing tough days. Ikea’s decision to focus
on the emotional well-being of its audience enhances its credibility and positions it as a brand
that cares more about its customers than just being a typical brand.
Positive message

Through this campaign Ikea has emphasized on spreading positive message, which has
led to create a positive image of the brand. By taking such initiative Ikea has tried to position a
positive image of the brand. This shows that brand is not only concerned about the sales and
profit of the company, however, it also makes the brand as socially responsible. This PR strategy
of the brand highlights that the company was quick enough to adapt to the ongoing situation and
utilized this time period very efficiently to promote their brand while spreading the positive
message.

Media Dissemination of the campaign

Ikea has mostly focused on digital platforms to disseminate their campaign while
ignoring the traditional print mediums. Ikea created a TVC showcasing that there are many
things that one can do at home. Ikea posted the same TVC on Youtube and other social media
platforms. This could be the potential weakness of the company as it limited its reach. In
contrast to this, Ikea introduced its printed catalogue featuring kid’s game such as maze to keep
the families engage in little activities at home (Ads of the world, 2022). The company ran its
advertisement in from of short video posted on social media like Youtube; however no print ad
or poster was used throughout the campaign which limited its reach to a broader audience.

Another key component of this campaign is the slogan itself. Ikea has used hashtag with
its slogan to increase its reach on digital platforms. It enabled the brand to engage with a wide
audience, foster a sense of community, and gain valuable insights into customer behavior. The
hashtag did not only contribute to the campaign’s success but also facilitated a deeper connection
between Ikea and its customers during the time when digital communication and community
building were most important.

Moreover, the brand had launched its campaign in two different languages. Initially Ikea,
originated the campaign in Spanish language, however later changed it to English. This can be
analyzed as a good PR strategy by the company as it targeted locally as well as internationally.
Firstly, Ikea played a smart move in launching the campaign in Spanish to develop strong
connectivity with its Spanish audience. By doing so it not only tried to portray a sense of
nationality among its customers from Spain, however, it also tried to convey the message in local
language to a large audience. Additionally, by translating the hashtag in English Ikea has
effectively targeted the international audience.

Outcome of the campaign

According to the news report published by Reuters, (2021) Ikea, a famous furniture brand, saw
its profit rise in 2021, soon after #stayhome campaign. It was observed that the sales in
September and October 2021 rose to such an extent that company had to make more products to
meet the high demand and replenish their stocks. During the second wave of the pandemic, the
company expected drop in sales due to the closure of few outlets, however their sale on online
stores remained constant.

Conclusion
In conclusion, Ikea’s #stayhome campaign was a successful attempt by the company to create a
strong positive image of the brand by spreading hope during the uncertain time of the COVID-19
pandemic. The brand efficiently generated the message and successfully disseminated it through
digital platforms. Overall, the PR strategies used by the brand helped Ikea not only to gain
publicity, however, also boosted the sales of its products.
References

Ads of the world, (2020). IKEA "Stay Home" Catalog - Family Boredom Solutions.
https://www.adsoftheworld.com/campaigns/ikea-stay-home-catalog-family-boredom-
solutions

Bosnian, ( 2021 ). For a World in Quarantine, Ikea Created a Simple ad of Reconnecting with
Your Home. https://www.media-marketing.com/en/news/world-quarantine-ikea-created-
simple-ad-reconnecting-home/

Finance magnets, (2022). The Importance of Having a Strong Brand Image

https://www.financemagnates.com/thought-leadership/the-importance-of-having-a-
strong-brand-image/

Forbes, (2023). How To Use Emotional Connection To Elevate Your Public Relations Strategy.
https://www.forbes.com/sites/forbesbusinesscouncil/2023/05/09/how-to-use-emotional-
connection-to-elevate-your-public-relations-strategy/?sh=3899087c3f54

Le. H., (2022). Ikea’s #StayHome campaign: a brilliant initiative that's more than just a
marketing campaign.https://www.linkedin.com/pulse/ikeas-stayhome-campaign-brilliant-
initiative-thats-more-hung-le/

Ringstrom. A., (2021). IKEA owner readies for second wave after stay-at-home shoppers boost
profits. Reuters. https://www.reuters.com/article/us-ikea-results-idUSKBN27J185

Shah. S., (2022) Timely public relations can work wonders for brands.
https://www.afaqs.com/news/guest-article/timely-public-relations-can-work-wonders-for-
brands
PR Campaign
Plagiarism Report