- Ikea is popping college moments into anime art with a latest TikTok campaign aimed toward Gen Z consumers, in line with information shared with Marketing Dive.
- The campaign is made up of a series of “slice of life” anime clips showing college students finding joy in easy moments with the assistance of organization tools from the boxed-furniture retailer.
- The campaign was created in partnership with Ogilvy New York and studio Clubcamping. Keeping in line with anime traditions, a web based manga featuring bios of the series’ diverse characters may even be published.
Ikea is highlighting its storage solutions ahead of the return to highschool with an artfully done slice of life series premiering on TikTok. Each short features a diverse solid of characters navigating life’s challenges with the assistance of Ikea’s organizational tools. College is understood for its cramped living situations, and the TikTok series showcases how Ikea may also help eliminate a number of the stress.
The alternative of using an anime speaks to the brand’s desire to court Gen Z consumers. Anime, which is popular amongst young people, has also been utilized by Acura to draw young premium drivers. The slice of life animes are intended to indicate the ins and outs of on a regular basis life. They act as glimpses into the character’s world, highlighting the wonder and complexity of normalcy. By selecting this format for its most up-to-date TikTok campaign, Ikea is showing how its products will be utilized in a practical way.
Each of the 45-second long clips is about to a lo-fi beat and asks consumers to “Find Your Slice of Life This Semester.” One follows a cat because it explores the dwellings of various students, climbing up art carts and barreling through kitchens before falling asleep, purring, in one among Ikea’s famous blue bags. Another showcases two roommates, one obsessed with plants and the opposite music, find balance of their small space as a substitute of arguing. A 3rd shows a student living in a crowded home, searching their house for a quiet place to review before finding tranquility with an Ikea desk set-up within the attic.
The feel-good shorts create an idealized, yet also familiar, image of student life. The Ikea products fit into the scenes seamlessly, yet are clearly identifiable. The manga will help to round out the story, allowing consumers to dive even deeper into the story. Having the campaign live largely on TikTok may even help to make sure it reaches its audience of younger consumers looking for dorm products.
The campaign differs barely from other back-to-school campaigns. While it is simply mid-July, many brands are already trying to money in on the season, which sees consumers dispensing billions of dollars on supplies. However, brands similar to Amazon have chosen to place cost-savings at the middle of their campaigns, while Ikea has chosen to focus on convenience. This could speak to the intended audience of the campaign, with Gen Z searching for the most effective ways to maximise space.
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