To unveil its new store in Tsuen Wan on 11 October, IKEA Hong Kong has created an online video series featuring its soft toy Gosig Golden in several iconic locations in New Territories for an intriguing yet mysterious adventure to catch people's attention.
On 25 September, a 30-second teaser video published on IKEA Facebook page depicting its dog soft toy Gosig Golden lost its way home and then kicked off its mysterious adventure.
The whole campaign is centered around Gosig Golden, the fluffy stuffed toy sold in IKEA, telling stories about his journey to find his way home, implying that the IKEA Tsuen Wan store will be opening soon.
On its journey, Gosig Golden encounters different celebrities and influencers who guide him home, including dog lover and radio DJ Kitty Yuen and actor Issac Ng’s family.
To stir up discussion, IKEA worked with three niche local community Facebook pages (Yuen long locals, Tuen Mun locals and Tsuen Wan locals) to develop the Gosig Golden story. Netizens engaged with the thread and even posted photos with their own Gosig Golden toy at home.
Each episode can only be unlocked with a set number of "hearts", which IKEA Facebook fans need to contribute by pressing the Facebook emoji. IKEA said the target number of “hearts” was achieved faster than expected.
The final episode was released on 11 October, the date of the official IKEA Tsuen Wan store launch.
What’s more, a related dog-adoption charity event will be held in-store at the end of October.
The campaign is comprised of social media, digital, TV and bus bodies.
Country marketing manager of IKEA Hong Kong, Janet Lai said: “IKEA Tsuen Wan store is the fourth store in Hong Kong after Shatin, Causeway Bay and Kowloon Bay, which strategically expanded the business footprint. Local community has become the hot topic in recent years, so this time we communicated with the audience through the mysterious adventure of our iconic soft toy Gosig Golden.”
“The campaign was initiated on social media, so our media strategy focused on two dimensions,” said deputy leader of Mindshare, Mandy Lam.
“Horizontally, to drive connection between each episode, we had to plan the refined retargeting approach and make sure the story was delivered comprehensively.”
“Vertically, we leveraged each episode's content through relevant third-party Facebook page partners (including pets, family and mass) with a diversified format and well-utilised boosting objectives on Facebook.”
“Under the present social media trend, Hong Kong audiences receive social content at an unprecedented pace. Instead of chasing the views blindly, we need to truly engage them,” said Andrew Lee, chief brand designer of Metta Communications.
“Audiences like simple yet entertaining actions. We wish to create sufficient social power that they can share, discuss and generate their own social content throughout the campaign.”
The brand said this is also a good opportunity for brand building, so the social video will be pushed to TV and drive mass awareness alongside the store grand opening from 11 October onwards.
Advertiser: The Dairy Farm Company Limited - IKEA
Media: Mindshare Hong Kong
Deputy leader: Mandy Lam
Manager, connection planning: Polly Ip
Manager, the exchange: Stephanie Chow
Senior associate, the exchange: Zoe Chan
Associate, connection planning: Leo Tse
Creative: Metta Communications
Chef brand designer: Andrew Lee
Business director: Grace Chan
Account executive: Jacky Ho
Associate creative director: Ron Chong
Senior art director: Chris Leung
Art director: Au Kin Ming/Enson Chan
Copywriter: Irene Wu
Social content planner: Kristie Ma
Executive producer: Reuben Cheng