We often don’t get to see other people’s strategy work and feedback that they get on their decks. Today, you’re going to get that opportunity. We’re with Tyler Koke, who’s a member of the Planning Dirty Academy. He’s gone through and done the fundamentals. And now he’s got a deck that he’s presenting. He’s retrofitted the campaign from Ikea. I love this campaign. So we’re going to see how he’s put the strategy together. So it’s a retrofit and now I’ll hand over to Tyler.
All right. Thank you, Julian. So as Julian said, this is a strategy I’ve retrofitted for Ikea. The original campaign was by Mother London let’s get started.
So after reviewing the creative, it was pretty apparent that the goal of the campaign was for Ikea to increase sales of their fabric sleep category among millennials. Fabric sleep goods, meaning things like pillows, blankets, duvet covers everything about the bed frame. So the goal was to catch the coveted attention of millennials, Ikea shoppers, and to get them to buy more than just that brand by the stuff that goes on.
So getting into the research. Researching the client’s products, the benefits of the product, what was immediately apparent is that the benefits were mind-boggling amount of benefits. Good sleep can improve your energy, your memory. It gives you a better mood, stronger immune system. The research also uncovered that millennials were not doing a good job at getting sleep. That was part of millennial culture, burnout culture. They weren’t getting enough sleep as compared to adults. So looking further into that, millennials, another thing that millennials. Would suffer from when they don’t get as much sleep, they would suffer for more sleep deprivation than adults would.
And it would typically make younger people feel very old. So what we needed to figure out based on the research was how to get millennials to invest in the sleep. So the insight that I came up with was jump-starting your day isn’t about what you do after waking up. It’s about what you do before going to sleep.
Like I said, sleep deprivation makes you feel older. It makes you feel slower. That kind of goes into, you want to start your day off on the right foot, but that doesn’t necessarily start with the beginning of your day. It starts with investing in sleep. So yeah, what millennials needed to do was invest in sleep habits, not morning routines.
Through burnout culture, millennials are really slowing themselves down, and planning for sleep and creating a scheduled sleep routine would be something that would be super helpful for them. So that was the incident.
So for the strategy, for the consumer insight, welcome to burn out by living life in the fast lane and neglecting sleep. Millennials are started to feel older than they actually are. That goes back to the research that I covered. Younger people suffer more from sleep deprivation than older people do. It makes them feel slower than it would an older person. Again, culture, it kind of also bleeds into a consumer a little bit that burnout culture, but when let’s squeeze each day like it’s a lemon trying to get every last drop out of it before going asleep.
They want to get as much as they can out of every day. Sleep is just the thing that happens at the end of the day. You don’t really pay attention to it. And then. For the brand, this is how Ikea can authentically solve the problem, they have all these products that can help millennials outfit their beds so they can really have a good sleep routine.
So the strategic thought when you combine all those three things together is planning for sleep leads to a fuller, more youthful and better tomorrow making you feel less old essentially. So the brief that I came up with was to get the burnout. Millennials who are feeling older than that actually are because sleep.
Do you see Ikea’s fabric sleep products as a way to keep up and remain youthful by showing them the starting line for every day doesn’t start with your cup of coffee. Starts when you climb into bed. So it’s that bedtime routine. Here’s some of the creative that as a part of this campaign, as you can see all the pieces of the creative here, they’re all things that people start to worry about once they’re kind of getting a little bit older, like, do they have enough energy?
Are they getting wrinkles? Are they losing their memory? Very cleverly put sleep products and all these things and show like, Hey, you want more energy? Just get better sleep. You don’t want to have wrinkles. Just get better sleep. You don’t want to lose your memory. Just get better sleep. When I initially started this brief, I thought I looked at these, I’m like, Oh, it’s a, the insight is people try miracle pills and nothing works, but sleep is super obvious.
And then when I really went back and looked at the creative, I figured out that maybe that wasn’t really correct. It was more about feeling old.
I felt that was more on the notice, especially when we get into the video though.
Alright. So I really liked that ad. I really liked the music, the music’s great. But besides the music, the proposition is really good. I think watching that you see the rabbit has his whole nighttime routine. It’s not very good at season one, trying to squeeze the lemon.
Right. He’s trying to play video games, got drinking and all that stuff. Doesn’t have a nighttime routine. It doesn’t even think about sleep, just falls asleep at the end. And then you have the turtle that says Ikea is Ikea stuff. And. He gets off to his day on the right foot because he.
I love it. Firstly, Tyler, I think you’ve absolutely like nailed this to me, it just encapsulates it. It’s under 10 slides. It’s exactly what I would want to see in a retrofit as well. A couple of things that stood out, I feel like you’ve nailed the insight, the consumer problem there too. Let’s go back to the rate search slide. The thing for me here is you’ve got amazing research sources there that you’ve really pulled out and you can really see that you’ve brought them to life.
The thing that I would do is you really need to work on, I would say the one thing I’d work on is making sure the consumer problem doesn’t get lost in this research slide, because that really is the number one thing that we need to really get across to the client and the feeling of older feelings slower is there, but it’s the very last sentence. So there’s two things you could do there. I’d either put it on a new slide altogether, or you would kind of like bold the box at the bottom, but I would just look, firstly, if you can reduce the number of words there and try to get to those points a little faster, then if we kept going, can you go to the next slide?
To me, you really just like nailed this one quite well of jump-starting your days and about what you do after waking up, it’s about what you do before going to sleep, which feels like it’s really kind of nailed this. The thing that I was getting out of the creative as well, which is, would be interesting to hear your perspective was I felt like the, the work was all training too.
And maybe this was the print work more than the actual TV spot was all trying to find other alternatives. That we’ve done to sleep. Like sleep’s always been there and now we’re like putting all these other alternatives when really what we should just be doing is sleep. Is that where you’re going on that first part, and then,
That was definitely the path I was heading on at first, but I wanted to brief that would encapsulate that print work and then also encapsulate the broadcast work. But yeah, I think that insight works. That kind of line of thinking definitely works for the print work.
Yes. So to me, I think you’ve nailed it here, the insight. And then I, I even think it’s up to you. You’ve got those two frameworks, which is great. You’ve got the if you go down to the one with the circles. If you needed to lose one like I think the strategy line is great planning for sleep leads to a fuller, more youthful, and better tomorrow. Great. You land there.
I think that’s a great job. I even think you could have jumped. If you needed to lose a slide, you could jump to the, GET, WHO, TO, BY, or choose one of the two there, if you wanted. But the fact that you’ve done both and both line up really nicely hats off to your mate, amazing job there.
So yet my biggest feedback would be just a reduction of words. I think you’ve, you’ve got a lot in there. You just need to reduce it and also just bring that consumer problem to the fore because that’s the big thing that we need to kind of address. But great work.
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