Ikea started a campaign to help customers of new Ikea furniture sell their old furniture, creating a trusted environment for buyers of second hand goods.
During the 8 week campaign, Ikea collected old furniture destined for landfill and after tidying them up, photographed each item for resale utilising the same production technique and budget normally reserved for new catalogue furniture.
Each item was then listed for resale by Ikea, sharing their exclusive paid advertising space with secondhand sellers – including their TV spots, internet display ads and outdoor print. Ikea also converted their Facebook account into a giant flea market, advertising secondhand furniture throughout the campaign.
Sales of new Ikea furniture went up during the campaign, and Ikea was also able to sell a great sustainability message in the process.