Case Study: IKEA achieves smarter campaign measurement and optimization with NetBase Quid

How Ikea Measures and Optimizes Campaigns

IKEA, one of the world’s top brands, ran a campaign emphasizing the “simple, everyday” home and used humor to elevate ordinary moments. The challenge was measuring and optimizing that creative across channels and against past campaigns—identifying which content and platforms truly reflected the brand message (Facebook conversations skewed toward price and convenience) and whether consumers were adopting IKEA’s language and hashtags organically.

Using NetBase social analytics, IKEA benchmarked historical campaign performance, broke down engagement and conversation by channel, and compared owned versus earned hashtags and brand-attribute penetration. The analysis showed YouTube drove far higher engagement, revealed channel-specific conversational differences that led IKEA to adjust its Facebook strategy, and confirmed strong, growing discussion of the “everyday” message and category hashtags—while also highlighting the opportunity to better promote branded tags like #ikeaideas and #ikeafamily.

IKEA