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2018 One Show - Social Media

Oddly IKEA

Agency Ogilvy / New York

Client IKEA
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Annual ID

OS_SM18029M

About the Work

ASMR. It’s a YouTube trend young people love that uses close-ups, textural sounds, and whispering to relieve stress. And who’s more stressed than college students? So rather than put more pressure on them, we made an IKEA video catalog specifically designed to help students relax. Released on YouTube, and called “Oddly IKEA” in reference to how “oddly satisfying” these videos can be, we used the items for sale in our Back To School range to relax our target audience. They listened to the thread count of the sheets. They heard the softness of the rug. And we whispered the prices of all 22 pieces. We continued the campaign on Instagram with short, soothing videos and GIFs. But most importantly, our target audience willingly watched a 25-minute video about IKEA products – and enjoyed it.