Pigeon Brands
Editorial Design, Template Building, Creative Strategy, Storytelling, Print & Digital Deliverables
For 3 years, I have been part of a small team in charge of planning and creating the design for the IKEA Canada flyers for both print and digital. The flyer itself has evolved over the last couple of years - not only does it feature sales events and upcoming products, but also home inspiration and lifestyle tips that makes IKEA flyer stand out from the rest.
The Challenge
In an effort to engage with consumers and maintain relevancy within the growing, competitive segment of home furnishings, we undertook an overhaul of the IKEA flyer to evolve both visual and verbal content. Key to the success of this new approach was both in communicating IKEA’s vision and core principles and driving traffic to store / online and increasing basket size.
The Solution
By creating the strategic pillars of Inspire, Inform, Instruct, Ignite, we were able to blend editorial content, aspirational decorating ideas as well as value-led messaging and deals within each flyer. We selectively curate from the vast library of IKEA images to ladder up to these pillars within each flyer. In addition, we create narrative that maintains the IKEA ‘twinkle’ and provide tips and tricks to inspire the consumer to achieve their renovation, decorating and sustainability goals and to help then live a better everyday life at home.
The Results
Research confirmed that 31% of consumers who read the IKEA flyer will subsequently make a trip to the store, a 9 point increase prior to the overhaul. In addition, IKEA flyers achieved very high recognition, were well-branded, highly eye-catching and engaged consumers in a very positive manner. And perhaps most importantly, 76% of consumers who see IKEA flyers in their mailbox/newspaper bundle read them. In our increasingly digital world this was particularly gratifying.