As part of IKEA’s FY26 strategy, I collaborated with multiple agencies to shape a 360° marketing approach that included global events, press and influencer trips, and digital campaigns. I spearheaded paid influencer programs on Instagram, TikTok and YouTube, overseeing a $500K budget and ensuring campaigns delivered both cultural resonance and performance—reaching families, regional markets, Hispanic communities, Gen Z consumers and specific local audiences.
Seasonally Relevant Content
Timing campaigns around key seasonal moments ensured cultural relevance, which in turn elevated performance across engagement metrics, from shares to saves.Trending Content Formats
Incorporating popular content formats like ‘before and after’ transformations helped the campaigns feel timely and relevant, driving stronger reach while sustaining audience retention across platforms.Niche Product Focus
Focusing on standout initiatives like sustainability, Pride collaborations, and IBN membership allowed us to position IKEA with authenticity and purpose, ultimately strengthening campaign differentiation and boosting engagement across digital channels
IKEA Stockholm Event Launch
I supported the strategy, launch, and execution of IKEA STOCKHOLM 2025 debut in New York City, a two-day press and influencer experience designed to highlight the collection’s craftsmanship, design, and accessibility.
On April 8–9, we introduced the new line through a multi-touchpoint event series:
Press Conference (April 8): An intimate session with 13 top media outlets, where IKEA’s Creative Leader and Designers—Karin, Ola, and Fredrika—shared the vision behind the collection.
Exclusive Cocktail Event & Showcase: Welcoming 292 total press and influencer guests, the staged environment encouraged hands-on interaction with the products, illustrating how they could seamlessly fit into any home.
Private Walkthroughs & Interviews (April 9): Hosted 6 press interviews (via in-person, Zoom, and email) and 23 influencer walkthroughs, offering personalized access to the collection and its story.
The launch delivered 37 pieces of earned media coverage, generating 2.4B+ media impressions and 6.46M+ social impressions to date.
Global Influencer Campaign
To extend the launch globally, I supported the development and execution of a paid influencer campaign featuring creators Kate Kalil and Toby Liu. Each produced premium video assets spotlighting the collection’s design and value, shared across Instagram and TikTok.
Kate Kalil: Delivered highly polished, ad-like content with standout results, including a 10.4% engagement rate on Instagram and over 15K+ TikTok reach. Her additional organic posts amplified campaign visibility with 1 Instagram Post, 4 Stories, and 1 TikTok.
Toby Liu: Showcased the collection with an artistic aesthetic, achieving a 12.77% engagement rate on Instagram Reels and 6.24% on TikTok, proving the content’s resonance with design-forward audiences.
Together, the campaign generated 163K+ impressions, reached 141K+ unique accounts, and positioned STOCKHOLM 2025 as both aspirational and attainable—reinforcing IKEA’s commitment to design at an accessible price point.
Earth Month “This is Circular” Campaign
For IKEA’s Earth Month initiative, “This is Circular,” I led the end-to-end strategy, contracting, and execution of a six-influencer campaign designed to spotlight IKEA’s circular services, including the As-Is section and Buy Back & Resell program. The campaign aimed to educate and inspire customers to extend the life of their IKEA products, aligning with the brand’s goal to become a fully circular business.
I strategically selected and contracted creators who could authentically tell this sustainability story through their own lifestyle lenses. The campaign generated over 768K impressions and reached 611K+ unique accounts across Instagram and TikTok.
Through a clear creator brief, seasonal storytelling, and platform-optimized execution, the campaign successfully brought awareness to two of IKEA’s key sustainability initiatives, empowering customers to shop more consciously and contribute to a circular economy.