IKEA “Guilty Pets”

Pet ownership in the key IKEA Al-Futtaim markets in the Middle East is on the rise: with approximately 1.5 million pet owners, or as they prefer to be called, pet parents (source: Pet World Arabia exhibition in Dubai).
IKEA’s goal was to connect with this emerging and growing audience by a one of the brand’s core values that resonates more in the region: Affordability.

The objectives outlined in the brief included to engage with this expanding audience, enhancing the perception of affordability within the region, driving sales growth specifically within the range of items priced between 0-100 AED (approximately 0-25$), and accentuating the prominence of affordable products in IKEA’s offerings.

The idea was to highlight affordability by featuring iconic IKEA products accidentally broken by cats and dogs. Showcasing the heartfelt moments and challenges that pet parents often experience at home in their everyday lives, while also comforting them: with IKEA, their furry friends’ mischiefs are problems they can afford.

– During the airing time of the campaign, sales of products of the price range 1 -80 Dhs increased 11.5%.
– 98% positive social sentiment in social media.
– IKEA’s affordability perception in the Region increased by 6%.
– The campaign became viral and had an increase of 5222% of interaction compared to the previous campaign launched by the brand in the region.
-The campaign got an estimated of 4.1 billion impressions. With an estimation of $18 Million in earned media.
– The campaign was shared across 73 countries. Highlighting all the key Markets where IKEA Al-Futtaim is present (UAE, Oman, Egypt, Qatar
– Change in behaviour, local considering having pets now.

Launching this campaign in the Middle East, where pet ownership is a relatively new trend, adds an intriguing cultural dimension to the project. In key markets for IKEA Al-Futtaim within the region, there’s a noticeable surge in pet ownership due to evolving lifestyles, urbanization, and an influx of expatriates. According to recent Pet World Arabia exhibition in Dubai, in the UAE alone the local pet industry boasts a worth of $300 million, with approximately 1.5 million pet owners.

This evolving behavior reflects a growing acceptance of pets as integral members of households. That’s where the relevance for IKEA stands: IKEA is a home brand, whose mission is to create a better everyday life of the many people.

Bridging the gap between traditional views of pets as functional assets and the emerging trend of regarding them as cherished companions. By tapping into the shared experience of all pet owners, it aims to forge an emotional connection with the audience. Furthermore, it highlights IKEA’s values of affordability and accessibility, which traditionally resonate strongly in the region. Through this approach, the campaign aims to resonate with Middle Eastern consumers, fostering a deeper connection with IKEA and its offerings.