IKEA Unveils Surprising Collaboration: An Unmissable Blend of Anime and Real Life!

Highlights

This marketing approach aligns with the increasing mainstream acceptance of anime and manga, appealing to the primary consumers of home goods, Generation Z and Millennials.

IKEA, being a global powerhouse in furniture and interior goods, has consistently showcased its marketing prowess through innovative strategies that captivate consumers worldwide. In a surprising turn of events, IKEA has now ventured into an entirely different realm by incorporating slice-of-life-style manga and anime into their latest advertising campaign, effectively captivating the attention of Generation Z buyers. This ingenious approach, combined with the utilization of platforms like TikTok and the infusion of lo-fi music, not only amplifies IKEA's reach but also establishes a trend for other companies in their pursuit of targeting this market segment. Kudos to IKEA for their unparalleled creativity and ability to set new standards in the industry!

Utilizing their own original manga and anime shorts, the furniture giant, IKEA, is now promoting their latest products. These animations are not being created by a Japanese studio, but rather through a collaboration between IKEA US and Argentinian animation studio, Clubcamping. The campaign is specifically aimed at university students who will be relocating, using the slogan "Find your slice of life."

This innovative marketing strategy was recently launched on IKEA's official TikTok channel, as well as their YouTube and website. Each of the three anime shorts is precisely 45 seconds in length, optimized for TikTok's format, and presents diverse stories featuring college students. The first story features a student residing in a dorm, the second showcases someone living off-campus, while the third depicts a student residing with their parents. These animations highlight the various possibilities and advantages of each housing situation.

The videos showcase IKEA products seamlessly integrated into the characters' rooms, highlighting their ability to organize themselves for the next chapter in their lives. The background features lo-fi music, creating a soothing atmosphere. Additionally, IKEA plans to release a manga-style story on their website in the future, providing biographies and more information about the original characters. All the products showcased in the videos are listed on the website as well.

This type of marketing demonstrates two significant developments in the advertising industry. Firstly, it highlights the growing popularity of anime and manga, as the IKEA shorts, although not produced by a Japanese studio, clearly draw inspiration from the anime genre through their animation style and slice-of-life vibe. Even the slogan "find your slice of life" can be seen as influenced by this genre.

Furthermore, this data provides insight into the purchasing behavior of the current generation. Both Generation Z and Millennials are the primary consumers of furniture and household items. Notably, both of these generations have a strong affinity for manga and anime, with Generation Z being particularly exposed to and familiar with anime's integration into mainstream culture.

To effectively engage and connect with these demographics, companies can leverage the popularity of anime and manga. An effective strategy is to advertise on platforms like TikTok, accompanied by lo-fi music, as this appeals to Generation Z buyers. It would not be surprising if other companies emulated IKEA's successful approach and utilized anime as a means to tap into the latest market with disposable income by catering to their interests. Kudos to IKEA for their astute decision-making.

You can watch all the anime shorts and read more about each story on IKEA's official website.

Source: AnimeNewsNetwork