IKEA - Jobs Done Differently Campaign
The target audience is twofold: potential employees looking for a different, more fulfilling career path, and general audiences who appreciate brands that prioritize people and culture over profits. It appeals to those who seek inclusivity, work-life balance, and creativity in their careers.
Core Theme of the Campaign -
The interesting aspect of this campaign is its authentic portrayal of IKEA employees and their diverse experiences. Instead of focusing on polished corporate messaging, the campaign takes a more genuine and relatable approach to show how IKEA values its people and encourages them to grow.
About the
Campaign -
IKEA's "Jobs Done Differently" campaign, created by Mother London, is designed to showcase the brand’s unique approach to careers and workplace culture. It promotes the idea that working at IKEA is not just a job but a chance to embrace creativity, individuality, and a people-first mindset.
Formula applied by the Campaign to elicit customer action -
The campaign shines a light on IKEA's commitment to doing things differently when it comes to careers. It uses real employees and humanizes the work environment, emphasizing inclusivity, growth, and the brand’s untraditional approach to workplace culture.
A Look at the Campaign
The campaign highlights IKEA's people-first mentality, positioning the brand as an employer that truly values its workforce.
It focuses on diversity and inclusivity, showing that IKEA embraces employees from different backgrounds.
By using real employees instead of actors, the campaign feels authentic and relatable.
The visuals and messaging are straightforward, avoiding corporate clichés and focusing on genuine experiences.
IKEA is portrayed as a company that supports personal growth, offering more than just a paycheck.
The campaign reflects the brand’s long-standing values of sustainability, people-focused culture, and equality.
It’s designed to attract individuals who want more from a job than just working for a large corporation—they want to belong to a meaningful community.
The storytelling resonates with younger audiences, including millennials and Gen Z, who prioritize company values and workplace culture.