By partnering with flamboyant artist Coely, IKEA succeeded in attracting a younger audience for their ‘SPRIDD’ festival collection. The new collection was launched together with Coely’s video clip ‘Celebrate’. The video clip centered around the new ‘SPRIDD’ collection, this way creating high organic visibility (+500K views) and giving the product placement a natural vibe.  

Visibility for the ‘SPRIDD’ collection was built through different stages:  

• Product placement in official music video clip. 
• Launch event revealing video clip and collection in combination with a showcase and meet-and-greet. 50 journalists and influencers were invited.  
• Influencer campaign with footage of showcase generating extra reach (+1M views). 
• Dedicated ‘SPRIDD’ playlist curated by Coely and supported with an advertising campaign on Spotify.  

Product placement of the SPRIDD collection in the official music videoclip of the song ‘Celebrate’ of Coely
Dedicated playlist made by Coely and supported with an advertising campaign on Spotify to create extra reach.