IKEA – Design your sleep, while you sleep
Summary: IKEA wasn’t perceived as a sleep expert, so we let the data speak for us. By collaborating with a sleep-tracking app, we analyzed how people actually rest, then turned those insights into personalized CRM experiences. Each morning, users received tailored IKEA product recommendations to improve their rest, based on their real sleep patterns. With 0€ media spend, the campaign drove €2M+ in incremental sales, reactivated 2,400 members, and boosted sleep category buyers by 84% within the IKEA FAMILY members.
Lead Agency(s): MRM Spain
Client / Brand: IKEA Ibérica / IKEA
Effie Award(s): Bronze
