IKEA
|
France
A single creative drove standout engagement for IKEA's Back-to-School student campaign during peak move-in season.
Awareness
In-feed
Balanced Reach
⚡️
CTR
🔥
Unique Reach
👀
Impressions
THE BRIEF
Making student retail offers feel relevant during the Back-to-School move-in rush
The late-summer university move-in period is a critical, high-stakes window for retailers. During the peak 2025 season, IKEA launched a Back-to-School campaign targeting students preparing for university life. The objective was to maximize awareness and engagement around dedicated student offers, including discounts, financing solutions, and special food deals, during a key purchase period.
THE STRATEGY
A Share of Voice takeover timed to the peak student moving season
IKEA executed a campaign perfectly timed with the peak student moving season (July 21st – August 31st). Rather than relying on traditional retail advertising codes, the campaign adapted its creative to BeReal’s raw and spontaneous visual environment.
Using BeReal’s in-feed native placement, IKEA successfully transformed promotional messaging into authentic and relatable content aligned with the emotional reality of students preparing for a new chapter of their lives.
THE OUTCOME
Only one relatable content is worth more than traditional campaign visuals
With just one creative, the campaign delivered exceptional awareness and engagement results during one of the most competitive retail moments of the year, generating 4.7 million impressions, 1.5 million unique reach, and a massive 1.4% CTR on a broad awareness campaign. This campaign is the definitive proof that promotional retail works on BeReal when rooted in context, demonstrating that Gen Z will actively engage with discounts and product offers provided the brand meets them in their authentic, real-life moments.
