IKEA soothes babies to sleep with a musical catalogue


Blissful, blissful sleep.

It’s only when you’re not getting enough that you really appreciate the true value of getting 40 winks.

And if there’s one time in your life when sleep is at a premium, it’s when you become a parent.

Newborns’ unpredictable sleeping patterns are keeping many parents awake at night with nearly half of all parents with children six months or younger getting just one to three hours of uninterrupted sleep a night.

But never fear…IKEA is here! The Swedish furniture brand has developed its marketing strategy based on a dedicated sleep manifesto.

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Earlier this year it created a special online hub in collaboration with a sleep expert which was supported by a new TV advertising campaign titled Tonight is to Sleep.  

And now the retailer is bringing its sleep strategy into its new 2020 catalogue but with a clever twist.

You may have tried reading story books to children at night time but how about the new IKEA catalogue?

Combining traditional direct mail marketing with a highly impactful experiential element, IKEA created a new limited-edition catalogue especially for mothers called the ‘sweet dreams catalogue’. The innovative catalogue played a soothing lullaby when opened to aid babies to dream land while mothers browse the range for home inspiration.

To amplify the campaign through influencer marketing, the catalogue was also sent to a number of mummy bloggers to share the sleep-inducing effects of the catalogue with their followers.

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This isn’t the first time IKEA has adapted its printed assets to become dual-purpose, remember IKEA’s print advert that doubled up as a pregnancy test?

With research showing that 85% of US consumers would likely buy products and services from brands that they felt supported their well-being, there is a unique opportunity for brands to create campaigns that help to build a more meaningful relationship with consumers.

Other brands that have put consumer wellbeing at the centre of an experiential campaign, include Zepri who’s sun up campaign aligned the brand with feelings of high achievement, fun and fitness  and Olay’s ‘Face Anything’ influencer activation which focused on self-confidence.