The key to a successful modern brand, is ensuring you move with your audience and stay relevant, one way to do this is through brand integrations and crossovers. Think Aldi's targeted marketing at M&S on their caterpillar cakes or the infamous Weetabix Beans on Bix campaign. Many brands got involved and responded socially into these marketing campaigns. However getting it right is a fine line - too slow and you're behind the trend, too vague a brand connection and you're jumping on the bandwagon.
Ikea uses brand crossover with consistency. This is key. Through reinforcing their brand into pop culture in a reasonable and justifiable way (that fits with their brand purpose), it creates a positive reception. A marketing strategy Ikea has implemented over several years, seen back in their 2019 'Real Life' Series - recreations of living rooms from pop culture TV shows. And it works! The latest in the series is this crossover with a popular show on AppleTV+ 'Severence.' A psychological thriller, which follows an office team lead, where workers memories have been 'severed' between work and personal. The show is making news as the most watched show, noted as 'world building through design'
The ad itself - to the average joe, shows a typical Ikea ad, with a photograph of products in their respective environment, the price listed adjacent, correctly branded font and colour incorperated. However to fans of the show and those up to date with pop culture, the context is a direct link to the shows main office setting and plotline - that the audience are unaware of the eery role the workers are employed in. The reception of the post highlights its relatability and another successful output for the brand.
The key takeaways?
Consistency is key in branding - your audience can recognise and get comfortable in the brand and what it stands for.
Brand crossover - don't be afraid to venture into collaboration it can help push the brand further, as long as it aligns with your brand values!
