When Balenciaga unveiled a leather bag this week that strongly resembled IKEA’s signature blue tote, the Swedish retailer swiftly took advantage of the event, offering retailers a valuable lesson in social media.
In a tongue-in-cheek ad published across print and social platforms, the brand explains how to tell the difference between Balenciaga’s tote and IKEA’s. (One tip: if the price is only 99 cents, it’s from IKEA). The campaign generated significant social buzz and engagement: Adweek’s news article about it was shared on Facebook more than 11,000 times.
The incident further illustrates the social savvy which has been a hallmark of IKEA’s digital strategy, helping the brand earn a spot in the Gifted category of L2’s Digital IQ Index: Big Box. The brand earns 4% of Instagram interactions for Big Box brands and an impressive 23% of interactions in the Home/Furniture category. The Balenciaga campaign provides another demonstration that thinking quickly and creatively about social can pay off.