# Furniture-Centric Sleep Podcasts IKEA Takes an Interesting Approach to Marketing Its Products By Kalin Ned | Published 2019-05-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sleep-podcast References: [designtaxi](https://designtaxi.com/news/404308/IKEA-s-Sleep-Podcast-Aids-Insomniacs-By-Droning-On-On-About-Furniture/) & [stuff.co.nz](https://www.stuff.co.nz/life-style/111843816/ikeas-sleep-podcast-is-a-nightmare-for-those-longing-for-40-winks?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) [IKEA](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign) attempts to help consumers drift off at night with a furniture-themed sleep podcast. The aim is to provide an "ideal and healthy environment for slumber," however, one can easily view it as an interesting marketing strategy as well. The soothing sleep podcast begins with backstories of [IKEA product names](https://www.trendhunter.com/trends/ikea-pyjama-gathering). The content is essentially a full reading of the company's 2019 catalog. There are two versions available to consumers who wish to try out the stream's effectiveness — one is narrated by Sara Eriksson and the other one is by her husband Kent. Whether the activation effectively works as a sleep podcast or not might be up to interpretation by the listener. However, the idea proves to be, without a doubt, quite creative and curiosity-spiking. Image Credit: Shutterstock ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 25% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Sleep Podcasts:** Creating sleep-oriented podcasts can provide a unique and engaging way to promote relaxation and improve sleep quality. - **Furniture-themed Marketing:** Using furniture-related content in marketing strategies can capture consumer interest and generate curiosity. - **Creative Activation Strategies:** Developing innovative activation strategies, like using podcasts, can differentiate brands and attract attention. ### Who This Affects Most - **Home Decor:** The home decor industry can explore the use of sleep-oriented podcasts to promote their products and create a calming atmosphere. - **Digital Marketing:** In the digital marketing industry, there is an opportunity to incorporate creative content ideas, such as furniture-themed podcasts, to engage consumers in unique ways. - **Consumer Goods:** Consumer goods companies can utilize creative activation strategies, like IKEA's furniture-themed sleep podcast, to stand out in a competitive market and connect with customers on a deeper level. ## Related on Trend Hunter - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Secret Sleep Pop-Ups](https://www.trendhunter.com/trends/ikea-sleepeasy.md) - [Time-Specific Marketing Campaigns](https://www.trendhunter.com/trends/u-up-campaign.md) - [Co-Branded Sleep Studies](https://www.trendhunter.com/trends/national-sleep-foundation.md) - [Late-Night Text Campaigns](https://www.trendhunter.com/trends/ikea-u-up.md) - [Miniature Phone Beds](https://www.trendhunter.com/trends/phone-sleep.md) - [Smartphone-Sized Beds](https://www.trendhunter.com/trends/phone-sleep-collection.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md)