The challenge

IKEA is a multinational group of companies that designs and sells ready-to-assemble furniture, appliances and home accessories.

The company was making another bold move in the lighting arena. They were already the first major retailer to ban the use of incandescent bulbs and now wanted to take things one step further. IKEA was announcing that it was going 100% LED by 2016, and wanted to enjoy a similar (if not higher) level of media success as the incandescent ban.

In the first week there was over 1 billion media impressions
IKEA bulb
IKEA logo

Presidential address

We created a platform for Mike Ward, the President of IKEA U.S, to spread the word by arranging interviews with top-tier outlets like CNBC, The New York Times, The Street, and AOL Daily Finance. Additionally we began our media day with an exclusive advance story about the initiative with the AP that fueled stories for the first week.

Interviews with top tier outlets
The New York Times
Shining a bright (LED) light on IKEA's effort was a success

Turn on the lights

Lippe Taylor implemented a creative, comprehensive outreach plan that involved a wide variety of national media (news, environmental, lifestyle, etc), announcing the company’s move to all LED by 2016.

IKEA LED bulbs