There is much more to Ikea than reasonably priced flatpack furniture. A decade after the launch of its guiding mantra, The Wonderful Everyday, the brand platform continues to serve as the foundation of its strategic thinking and creative output. “From launching Ikea on Roblox to … showcasing new shopping experiences and our pet collection, this versatility allows us to address a wide range of priorities,” says Kemi Anthony, Ikea’s marketing communications manager for the UK and Ireland.

As the client-agency relationship that keeps on giving, 2024 saw Mother London and Ikea continue to reinvent how the flatpack giant communicates. While a recruitment campaign isn’t usually the type of brief that gets creatives going, Ikea managed to capture the world’s attention when it promoted a series of jobs with actual salaries in its newly opened Roblox virtual store.

Attracting 178,000 applicants in just two weeks, the campaign surpassed the number of applications received by reality TV shows Love Island and The X Factor, while Ikea’s real-world job submissions jumped by 50%. “We always aim to meet the audience where they are,” says Anthony. “Our media footprint evolves over time, and this campaign was just a step on that journey. The target demographic was young adults, and Roblox was the perfect platform and media channel to reach this group.”