IKEA regularly makes lists identifying the greenest brands on the planet, so it's not a surprise the company ran an advertising and social media campaign in Norway to help customers sell lightly used IKEA furniture.
According to reports, IKEA and its agency SMFB, created "The Second Hand Campaign," which advertised used IKEA furniture owned by 50 people in print ads, broadcast commercials, billboards and web banners.
The ads included photos of the furniture being sold along with the phone numbers of the people looking to sell the pieces. IKEA also turned its Facebook page into a virtual market where sellers and buyers could negotiate deals every Sunday.
The campaign ran for eight weeks until every piece was sold. According to a video case study on the campaign on Creativity, sales of IKEA furniture sales increased during the campaign.
As a piece on the brandchannel site pointed out, this was not IKEA's first foray into selling used furniture. Back in 2010, the company began selling second-hand furniture online in Sweden.
How successful would "The Second Hand Campaign" be for IKEA if it ran it in the U.S.?