# Storytelling Selling IKEA Explores Illustration-Based Digital Communication By Tisah Tucknott | Published 2009-06-05 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/storytelling-ikea-digital-communication References: [adverblog](http://www.adverblog.com/archives/003749.htm) & [ikea](http://www.ikea.com/ms/sv_SE/rooms_ideas/PS/) [IKEA](https://www.trendhunter.com/trends/short-social-films) has tried a new approach to digital communication by advertising via [storytelling](https://www.trendhunter.com/trends/mystery-at-the-grooms) in Sweden. The IKEA storyline introduces the new [IKEA PS collection](https://www.trendhunter.com/trends/ikea-revealed), which is a line of eco-focused products (check out the related articles below for a sneak peek). Fantasy-filled and inspiring, viewers are taken on a journey with weird flying objects. Behind each project lies a designer who tells you the story of the object they have created for IKEA. **Implications** - A simple and effective way to create a lasting impression in the minds of consumers is by associating a product with a story. Consumers are much more likely going to find ways to relate to a story than a long list of product details and facts. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 62% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Storytelling Advertising:** Utilizing storytelling techniques in advertising campaigns to create lasting impressions and connect with consumers on an emotional level. - **Illustration-based Communication:** Using illustrations as a form of communication to convey brand messages and engage with audiences in a visually captivating way. - **Eco-focused Product Lines:** Developing product lines that are environmentally friendly and appeal to consumers' growing interest in sustainable and eco-conscious choices. ### Who This Affects Most - **Advertising:** Incorporating storytelling techniques and illustration-based communication in advertising campaigns can disrupt traditional marketing approaches and enhance brand engagement. - **Design:** Designers can explore the use of storytelling to showcase their creations and connect with consumers on a more personal and emotional level, fostering brand loyalty and recognition. - **Home Furnishing:** Creating eco-focused product lines within the home furnishing industry can attract environmentally conscious consumers and position brands as leaders in sustainability and innovation. ## Related on Trend Hunter - [Anthropomorphic Store Campaigns](https://www.trendhunter.com/trends/short-social-films.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Humanizing Furniture Catalogs](https://www.trendhunter.com/trends/ikea-life-collection.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Creative Home Campaigns](https://www.trendhunter.com/trends/dream-the-possibilities.md) - [Stop-Motion Food Campaigns](https://www.trendhunter.com/trends/tiny-chef-x-ikea.md) - [All-Dark Marketing Campaigns](https://www.trendhunter.com/trends/darkest-campaign-yet.md)