IKEA – Case study
KEY SERVICES TO HELP PR AND MARKETING TEAMS IN COORDINATING AND CONTROLLING ACTIVITIES IN DIFFERENT MARKETS FOR THE WORLD’S LARGEST FURNITURE RETAILER
All media, classic and online, are monitored daily for the IKEA SEE region. Social networks for the region are monitored with the help of Medianet’s Metricom tool.
The results are submitted daily via e-mail and online platform, as well as daily and weekly media reports with selected key news.
Extensive media analysis according to Medianet’s 3K method is delivered to the client twice a year for Croatia, Serbia, and Slovenia. The specific method of detailed analysis shows how much the reach and impact of a particular medium and the way of presenting content (graphic elements, article design, position, tone, amount of content, genre...) have increased the possibility of the brand being noticed.
The method shows that the amount of media presence is not the only criterion for better impact, but the quality of media visibility is also important. It helps the client to have a clearer picture in a large quantity of media publications and to focus on the effects of media visibility but also provides a comparison with the competition and insight into the competition’s media strategy. For a client like IKEA, which generates a large amount of media content, it is important to identify key performance indicators and monitor response among users.
Countries
Serbia, Croatia, Slovenia, Romania, Bulgaria, Ukraine
Beginning of cooperation
2011.
Services
media and social media monitoring, media reports, AdHoc analysis, semi-annual and annual analysis, AdHoc market research
Aims
Coordination and control of PR activities in the markets of different countries, navigating a large number of media publications, measuring media engagement and reach, showing the balance of power compared to the competition, and helping to understand the effects of media communication on the company’s image and reputation as well as user and public perception
Additionally, the analysis separates corporate from product PR to differentiate the perception of IKEA as a company from the perception of the quality of IKEA products.
Key topics are presented by tonality. All of this facilitates tactical decision-making as well as a long-term media communication strategy and reputation management in several different markets.
Various PR campaigns are evaluated several times a year.
The metrics are segmented by countries to obtain insight into the specifics of individual markets, and data can be compared at the level of individual markets by time and competition or between markets of countries to see positive or negative shifts in relation to national and international trends.
Medianet’s field research supported the sustainability campaign. The research was conducted on the population of the City of Zagreb with the aim of understanding the attitudes and habits of people regarding sustainability, energy saving, ecology, but also the habits of media consumption and the perception of IKEA. The data was used to better prepare the campaign, including media planning, targeting, activity planning.
An online survey we conducted among IKEA customers in Croatia and Romania helped recruit candidates as brand ambassadors for the MSL@H (More sustainable life at home) campaign.