2016 Digital PR Awards: WOW! Campaign

Winner: Brownstein Group - IKEA Adult Coloring Book

ColorWithIKEA provided IKEA fans with their own set of illustrations that are free and ready to be downloaded, printed and filled in with a personal touch. It tied into the popularity of adult coloring books, but stands on its own thanks to the reach of social media and a twist that’s uniquely IKEA.

A post on IKEA USA’s blog, Share Space, housed five different coloring pages. The coloring illustrations were created on single 8.5x11 pages, featuring patterns of classic IKEA furniture, accessories and other products.

The blog post and coloring pages launched in January, just after the holiday season, encouraging fans to relax and unwind by taking some time to color. The #ColorWithIKEA coloring pages were promoted through social posts on IKEA USA’s Facebook, Twitter and Instagram accounts, which encouraged fans to download the pages, color them in and share them on social using #ColorWithIKEA.

The original blog post that featured the coloring pages was picked up by 15 different media outlets. Social media posts that were pushed out to promote the coloring pages garnered more than 2,495,000 impressions and drove more than 20,000 link clicks to the coloring pages. All told, #ColorWithIKEA garnered over 103 million impressions.

Honorable Mentions:

  • Current Marketing - Kingsford’s #PayEd Campaign
  • HomeAway.com - #EiffelTowerAllYours
  • HSS | Hospital for Special Surgery - Gabrielle's Story
  • MullenLowe U.S. - Give Dad Nothing
  • National Military Family Association - More Than a Spouse