How did a seemingly simple post go viral and become the then best ever performing organic content for IKEA Australia, gaining an organic reach of over half a million and 122 thousand engagements?
By listening to what customers wanted and a bit of creative copy!
"I need this hat for <insert musical festival here> pls bring it down under pls IKEA" sent several gen zers sliding into the IKEA Australia Instagram DMs after seeing that it was sold at one store oversees.
Taking this opportunity to the sales team, an order for the KNORVA bucket hat was then placed (after much reassurance that it would definitely sell, and a promise that a Facebook post would be made about it everyday until it did).
Just (one) Facebook post with 16 thousand comments and many news articles later, it's safe to say the bucket hat was a success.
But not just for the product, for the engaging copy that spoke directly to a very specific consumer segment - the hype beast street wear fashion enthusiasts.
Translation: Finish your style with KNORVA, aka the IKEA bucket hat.
Limited edition, you don't want to miss out. If you've already got one, show us your selfies...
Yes, it was a simple product. Yes, it was a very simple creative execution.
But this went to prove a few things:
The power of social media (and organic at that): When something goes viral, the outcome can be huge. The product sold out in-store and online within days of the post with no prior
promotion from other marketing or communication channels.
The importance with connecting with a younger audience: Even if they aren't your target audience now, there's an opportunity to attract them and nurture the relationship. KNORVA hat now, kitchen later.
If the people are wanting something, listen to them: This opportunity came about because of Instagram messages from people asking for the product. Listening to your customers is how you grow your business.
Shoutout in the Australian Community Managers Facebook group:
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