Case Study: IKEA Poland achieves 11-point lift in ad recall and increased purchase intent with Instagram

IKEA - Customer Case Study

IKEA Poland, the market leader in home furnishings, set out to reignite love for its iconic, customisable PAX wardrobe and reposition the brand as a desirable solution for younger customers. The goal was to create an authentic, community-driven campaign on Instagram that would engage followers and test whether user-generated content could boost awareness and purchase intent.

IKEA invited followers to share why they love PAX via Instagram Stories, collected tagged submissions, and used polling stickers to let the community choose the winners, which were turned into ads across Instagram Feed, Facebook News Feed and other placements. The campaign drove a 2.4-point lift in purchase intent among 18–24 year‑olds, a 2.4-point lift in message association across all ages (vs. 0.5 with traditional content), and an 11-point increase in ad recall.

IKEA

Bartosz Binczewski

Digital Marketing Manager