International Women’s Day 2017. As any global industry leader worth their salt, IKEA wants to promote their work to support equality. It’s a way of showing their commitment as well as using their global reach to promote IWF.

So far so good. But:
Seeing how women’s rights don’t come in a flat box, IKEA needs to find ways to convince local markets that promoting IWF is a good idea worth spending time, work and money on – despite the slim returns in terms of cash revenue.

Our solution was to base the messaging around products. By integrating IKEA products into the story, local markets can regard IWF content as part of their everyday marketing, but with a deeper context. And judging by the examples below, it worked as planned.