# Toy-Reenacted Photos Mr. Obearma Wants to Win More Female Fans at IKEA By Ringo Fai | Published 2012-11-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ikea-hongkong-soft-toys-obama-victory References: [facebook](https://www.facebook.com/ikeahongkong) & [facebook](http://www.facebook.com/photo.php?fbid=441082365956536&set=a.120868654644577.16548.112630922135017&type=1&theatertarget=_blank) The Swedish brand [IKEA](https://www.trendhunter.com/trends/utsdd) has been posting pictures of its [soft toys](https://www.trendhunter.com/trends/mood-bears-sainsburys) in different poses on its Hong Kong [Facebook](https://www.trendhunter.com/trends/tumblr-campaign) page for the past few days in support of its charity program. The embracing bears image (posted few days ago and garnering a number of likes in a day) rode on the photo of President Barack Obama and First Lady Michelle Obama embracing after he learnt that he had secured four more years in the White House. An absolute success for the brand in its fast response, the picture creates interesting, original and relevant content to build better relationships with fans. The goal of the charity is to improve education for children, a cause that many are willing to support. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 56% | Activity: 76% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Charity-centered Marketing:** Brands can use philanthropic initiatives to create emotionally resonant content that builds customer relationships. - **Brand Persona Humanization:** By using toys to visually represent its brand, IKEA creates a relatable and endearing persona its customers will identify with. - **Fast Response Social Media Marketing:** IKEA's quick reaction to the Obama photo opportunity shows the value of speedy social media marketing in staying relevant and building brand loyalty. ### Industries Being Reshaped - **Retail:** Brands can build customer relationships through social media marketing initiatives, as demonstrated by IKEA's use of toys to represent its brand. - **Philanthropy:** Partnering with charitable causes can help brands to create content that appeals to customers' emotions, as demonstrated by IKEA's program to improve education for children. - **Social Media Marketing:** Brands can leverage social media to create fast, relevant content that boosts customer engagement and loyalty, as demonstrated by IKEA's response to the Obama photo opportunity. ## Related on Trend Hunter - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Anthropomorphic Store Campaigns](https://www.trendhunter.com/trends/short-social-films.md) - [Parenting-Inspired Furniture Campaigns](https://www.trendhunter.com/trends/proudly-second-best.md) - [Household Problem Solver Campaigns](https://www.trendhunter.com/trends/retail-therapy-site.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Humorous Brand Campaigns](https://www.trendhunter.com/trends/ikea-rewards-program.md) - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md)