Black Friday. The one day of the year where nearly every retailer on planet earth gives their customers a chance to save big.
Well, not if you’re IKEA.
On Black Friday, we gave our customers a chance to save in a different way. Introducing the Black Friday (Re)Sale: a sale where you can save money, and earth’s resources.
During Black Friday week, we switched all of our media space to promote used furniture on DBA.dk. Additionally, customers were targeted directly, through both IKEA Family and DBA’s loyalty programs. And on Black Friday itself, customers visiting IKEA.dk were met with a direct call to action to visit DBA instead of IKEA.
Not only did this cleverly demonstrate the durability of IKEA furniture, it also proved IKEA’s commitment to sustainable consumption is much more than a statement of intent.