IKEA launched a targeted campaign for students to promote dedicated back-to-school offers (10% discount, special menu, financing options). The objective was to maximize reach and engagement with this key audience during the strategic summer and university move-in period.

The campaign ran with a high Share of Voice (SOV) from July 21st to August 31st at the peak student moving season. The approach flawlessly integrated the product offers into the platform's authentic feed, driving exceptional performance: 4.7 million impressions and 1.4% CTR, demonstrating strong creative relevance.

This campaign proves the effectiveness of targeting precise life moments (moving and back-to-school) with tangible offers on a platform focused on authenticity. The high performance validates that IKEA's creatives successfully turned a commercial offer into highly relevant content for students.