IKEA’s recipe for success: Using continuous market research for insights-based communications in China PDF
Western kitchens don’t always live up to demanding Chinese cooking practices. IKEA examined how the Chinese use their kitchens as important means to entertaining. The study formed the foundation for an integrated marketing campaign – It’s the Little Things That Matter – employing digital/social media, media relations, influencer relations, and video. Unprecedented success followed: IKEA’s kitchen range revenues shot up 34%.