Overview
This project was a paid TikTok partnership with IKEA, created to support awareness and discovery of the STOCKHOLM collection. The content was designed to position the range as elevated, timeless, and design-led, while remaining accessible and rooted in everyday living.
Context
The STOCKHOLM collection represents IKEA’s more considered, design-forward offering, appealing to audiences who value Scandinavian craftsmanship and longevity. The objective was to reframe perceptions of IKEA through a high-end lens while maintaining approachability.
Objectives
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Driving large-scale awareness of the STOCKHOLM collection
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Positioning the range as design-led and aspirational
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Reaching new audiences through TikTok’s For You feed
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Encouraging search and product discovery behaviour
54 million+
organic and
paid views
59,000+
likes generated by the video
99.3%
traffic from For You page
Concept & Approach
The content concept centred on the idea of “turning my home into my Pinterest board”, tapping into a familiar and high-performing TikTok format. The narrative focused on aspiration versus reality, demonstrating how STOCKHOLM pieces can deliver a refined, Scandinavian aesthetic in a real, lived-in space.
Visual pacing, framing, and styling were intentionally restrained, allowing materiality, colour, and form to lead. On-screen text and voiceover were used sparingly to guide the viewer while keeping the focus on the transformation and final reveal.
The concept balanced trend awareness with strong design intent, ensuring the content felt platform-native while reinforcing IKEA’s credibility within the interiors and lifestyle space.
Execution
Deliverables included:
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One long-form TikTok video
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Concept development and narrative structure
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In-home filming and styling
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Video editing optimised for retention and discovery
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Caption writing and hashtag strategy aligned with search behaviour
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Paid partnership disclosure and brand tagging
The video was published organically and distributed primarily through the For You page.
Outcome
The project successfully positioned the STOCKHOLM collection as aspirational yet attainable, using design-led storytelling to drive mass awareness and product curiosity at scale. It demonstrated how a clear concept, grounded in cultural trends and executed with visual restraint, can deliver exceptional performance on TikTok without compromising brand integrity.
