IKEA Canada National Flyer

Role | Creative Strategy, Strategic Storytelling Framework Development, Design Direction

Challenge
To better engage consumers, drive traffic and maintain relevancy within a growing market of competitors, IKEA Canada needed to amplify their printed flyer to be more than just a price focused sales tool.

Solution
Following an extensive global analysis, a compelling strategic whitespace was identified to shift the flyer from flash sale focus to inspiring editorial. A proprietary strategic storytelling framework was created centering on four core pillars: Inform, Instruct, Ignite, Inspire — echoing IKEA’s core mission and guiding creative development of verbal and visual storytelling for all future editions.

Result

Following roll-out of new flyer visitation intent increased to 31% - A 9% increase vs POY. The new design also achieved high recognition and positive sentiment with 76% of consumers who received the flyer in their mailbox indicating they would read it - A standout metric in an increasingly digital world.

OLD
9% increase in visitation intent to 31% following roll-out of new flyer. The new design also achieved high recognition and positive sentiment with 76% of consumers who received the flyer in their mailbox indicating they would read it - A standout metric in an increasingly digital world.