An important distinction was awarded to
IKEA
, aFOURLIS Group company, at this year’s Effie Awards, as it was awarded the Bronze Award in the “Business Achievement / Low Budget” category for the Social Post with Bernie Sanders, which was created in collaboration with Ogilvy.

When Bernie Sanders’ appearance at Joe Biden’s inauguration became the ultimate Internet trend, IKEA immediately recognized the opportunity to leverage the timeliness to create conversations around the brand. Less than 24 hours after the first memes were released, IKEA prepared its own version for Social Media, showing the world how to get the famous look, with two of its products. The post managed to find itself at the top of the Internet memes with the figure of Bernie Sanders, with reposts in major domestic and international media and tens of thousands of reposts, likes and comments on Social Media.

Natasha Christofi, IKEAMarketing Manager “As a brand that is part of people’s everyday lives, IKEA can only participate in the news in its own way. Winning a distinction in such an important institution as the Effie Awards fills us with joy and confirms in the best way the importance of real-time marketing strategy in effectively connecting with the public on the occasion of current affairs and trends that concern them.”

The Effie Awards are one of the most prestigious honours in the field of marketing and communication. They are globally recognised as the only awards that measure the effectiveness of a campaign. They reward strategic thinking, its creative expression and results in relation to the predefined objectives.