Ikea and the American
Dream
Over the
years, the idea of the American Dream has greatly been altered by changing
societal views. Swedish retailer, Ikea, has noticed this shift, and has decided
to use it to their advantage. The American Dream is no longer seen as having an
extravagant home with luxurious furniture; the new focus for the American Dream
is centered on ‘the daily grind’. Ikea’s new advertising campaign “We Help You
Make It”, features vignettes that illustrate the daily life of everyday
millennials rather than focusing on the furniture itself. Many different races,
economic and social classes, family types, and other demographics are targeted
by this new campaign. Ikea’s hope in these snapshot ads is to capture the transformed
idea of the American Dream and realistically portray the lives of consumers.
Ikea
plans to utilize their website, online advertisements, and social media like
Instagram and Twitter to reach consumers. They want to express that, “No matter
who you are, what you do, or how much you make, you can still make the dream
yours”. Millennials are a main target for the company and make up a large
portion of their sales, so Ikea altered its typical advertising strategy.
Millennials value the experience over the product, so that because the campaign
focus. If effective, the new ads will reflect real-life situations and connect
with consumers on a deeper level. Do you feel Ikea’s new take on advertising
will be effective?
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