The Social Media Campaign Follow Up

In the scrappy world of finding the “next big” way to cash in on the social media audience, I think I’m on to something… free stuff works.  Read about Swedish fast-furniture giant IKEA’s great Facebook campaign on CNET.com. What I really love is not necessarily the initial campaign (although their use of Facebook mashed up with free stuff concept is brilliant), but the social media campaign that followed. IKEA (or the ad agency they hired Forsman and Bodenfors) documented the campaign, created an engaging 1:35 video about how brilliant they were, and made a second social campaign.

Not knowing specific numbers it’s really hard to decide which campaign is the most successful, but it’s really easy to assess that the combination of the two is where it’s at. The follow up helps in a few ways…

1. Provides a sense of intelligence around the IKEA brand.

2. Re-introduces the campaign to a new (media) demographic.

3. The obvious… 2 campaigns for the price of 1

4. Builds anticipation for the IKEA’s next social media campaign (I’m now a Facebook fan, are you?)