IKEA Eco ambassadors for a better life
1. Consumer communications
At the end of 2022, together with IKEA Bulgaria, we implemented an unconventional campaign. It turned ordinary people into stars, influencers and opinion leaders on a very important topic – sustainable everyday living. We did this because we knew that the power of inspiration doesn’t just come from big brands and their corporate messages. We wanted to do more than that – to show that sustainability is easy and affordable. The true ideas and solutions come from us, ordinary people. We are the influencers of modern times. So we announced a competition for the best eco idea in 3 stages. Everyone was free to share their sustainable tips for a better life. And after each stage, a special jury outlined the top 5 creative eco ideas of ambassadors and they were spread across social networks, traditional media and influencers’ channels. Within the campaign, we showed that eco-friendly living doesn’t take much – as long as you have some inspiration. In fact, the sustainable living model has always been a priority for IKEA. That is why the company is committed to specific goals in this direction. But a major survey of IKEA & GlobeScan from 2021 showed that while consumers are keen to embrace sustainable living at home, there are still constraints that stop them from taking concrete steps. That is why we in Paragraph 42, a preferred partner of Ketchum in Bulgaria, joined all the forces to involve as many people as possible and engage them in the mission of living more sustainably at home.