Case Study: IKEA achieves major brand lifts and up to 5.5x ROAS with Snapchat

IKEA Ramadan AR-powered Virtual Mall Campaign Drove Remarkable Brand and Performance Results

IKEA, the global home‑furnishing brand, partnered with Snapchat for its first Ramadan Virtual Mall to drive relevance and awareness for its kitchen category in the UAE and Qatar during the holiday. The challenge was to reach Snapchatters with an engaging, occasion‑appropriate experience that would boost brand metrics and drive conversions.

IKEA combined AR Lenses in the Virtual Mall (promoted via First Lens bookings), Platform Burst ads, Story Ads, Commercials and creator content, and ran a Brand Lift study to measure impact. The campaign exceeded awareness goals: +9 pts Ad Awareness and +8 pts Action Intent in the UAE, delivered 5.5x ROAS in UAE (3.8x in Qatar), reached 1.57M people in UAE and 437K in Qatar, and showed AR drove 47% incremental reach over video — with influencer video ads averaging 8.6x ROAS and First Commercials producing notable uplifts across brand metrics.

IKEA

Dina Al Sahhar

Regional Marketing Manager