IKEA's 'Retail Therapy' Campaign Renames Products Based on Google
Joey Haar — December 7, 2016 — Art & Design
References: vimeo & ikearetailtherapy
IKEA designs its furniture and products to be useful for real life problems -- but in order to make that eminently clear to people purchasing IKEA products, the company has released its 'Retail Therapy' campaign. By cleverly manipulating search engine optimization, or SEO, IKEA can directly show consumers how its products address everyday interpersonal problems.
For Retail Therapy, IKEA renamed several of its products, moving away from the Swedish names that the company is known to use. Instead, the products names have been switched to common Google search terms that someone might enter when experiencing a relationship issue. As such, the IKEA product will come up when someone searches that term.
For example, a pair of IKEA scissors were renamed 'My son plays too much computer games,' and a dishwasher was renamed 'My girlfriend won't do the dishes.'
For Retail Therapy, IKEA renamed several of its products, moving away from the Swedish names that the company is known to use. Instead, the products names have been switched to common Google search terms that someone might enter when experiencing a relationship issue. As such, the IKEA product will come up when someone searches that term.
For example, a pair of IKEA scissors were renamed 'My son plays too much computer games,' and a dishwasher was renamed 'My girlfriend won't do the dishes.'
Trend Themes
1. Seo-driven Product Naming - Companies can leverage SEO-optimized product naming to reach consumers with specific needs or problems.
2. Personalized Marketing Campaigns - Brands can create targeted marketing campaigns by using language that resonates with consumers on a personal level.
3. Clever Advertising Tactics - Innovative ad campaigns that utilize unique approaches can garner attention and increase brand recognition.
Industry Implications
1. Furniture Retail - Furniture companies can adopt personalized SEO-driven marketing campaigns to target specific customer needs and boost sales.
2. Digital Marketing - SEO-driven product naming presents a new opportunity for digital marketers to connect with consumers in a more personal way.
3. Advertising - The success of IKEA's 'Retail Therapy' campaign highlights the potential for clever advertising tactics to capture attention and differentiate brands from competitors.
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