The gaming community was taken by surprise when IKEA, the renowned furniture and interior goods giant, unveiled its latest marketing strategy tailored to the latest generation of gamers and anime enthusiasts. Leveraging the popularity of anime and manga, IKEA has embraced slice of life-style storytelling to captivate the hearts of students moving for university and entice them with the perfect blend of furniture and creativity.
In a groundbreaking move, IKEA teamed up with the Argentinian animation studio, Clubcamping, to craft their very own anime shorts. Breaking away from traditional Japanese studios, IKEA has seamlessly blended their signature products into the characters’ lives to showcase how each furnishing fits perfectly in different living situations. The campaign, aptly titled “Find your slice of life,” comes alive on multiple platforms, including TikTok, YouTube, and their official website, instantly grabbing the attention of the gaming community.
Each anime short, succinctly clocking in at 45 seconds, takes full advantage of TikTok’s format, transporting viewers into the lives of three diverse college students. One resides in a bustling dorm, another in off-campus housing, while the third is still under their parents’ roof. Through these heartwarming tales, IKEA beautifully demonstrates how their products can cater to every unique scenario, resonating with young adults about to embark on their new journey.
But that’s not all! The accompanying manga-style story, set to be released soon on IKEA’s website, delves deeper into the lives of the three original characters, further showcasing the seamless integration of IKEA’s products in their daily routines.
IKEA’s bold marketing move reflects the growing influence of anime and manga in mainstream culture. With their captivating slice of life vibe and anime-inspired animation style, these IKEA shorts brilliantly appeal to both Generation Z and Millennials. Embracing the changing consumer demographics, IKEA has hit the bullseye by targeting these tech-savvy generations who have been shaped by anime’s transition to the forefront of popular culture.
To maximize their reach, IKEA astutely chose TikTok as the launchpad for their campaign, recognizing that Generation Z buyers are heavily invested in social media and internet culture. Coupled with the soothing tones of lo-fi music, the videos have already amassed an impressive following and set the internet ablaze.
As the gaming and anime communities continue to merge, IKEA’s daring foray into slice of life anime-inspired marketing proves to be a winning strategy. Will other brands follow suit? Only time will tell, but for now, we commend IKEA for their gaming-savvy tactics and ingenious approach in reaching the hearts of the newest generation of buyers with a shared passion for anime and manga. Game on, IKEA!
