Ikea holiday campaign helps customers be ‘hostess with the mostest’


CONSHOHOCKEN, Pa. — Top 100 retailer Ikea U.S. is partnering with Group Nine Media and Song Candy to launch its holiday campaign, “Host Masters.”

The partnership officially launched on Nov. 10 with a new holiday anthem and campaign for Ikea U.S. that humorously reminds people how to host again for the holidays after nearly two years of virtual interactions with friends and family.

The “Host Masters” campaign includes a competition between two amateur holiday design challenges to become the best holiday host, with a video series from Thrillist and a collection of Instagram Stories on Thrillist and Popsugar’s Home vertical.

In each episode, an Ikea Design Expert will assist the holiday design challengers as they pull products from an Ikea Design Shop to set up the perfect holiday get-together in a mock living room and dining room.

From the perfect holiday decor for making their house warm and welcoming again, to the tools they need to perfectly roast their holiday turkey, to a step-by-step lesson on how to hug people again, “Host Masters” will relieve these rusty hosts’ worries. Interested consumers can watch the series at IKEA-USA.com/host-masters.

“Our team at Ikea is so thrilled to partner with Group Nine and Song Candy to bring this new song ‘Feels Just Like a Holiday’ to life this holiday season,” said Christine Whitehawk, Ikea U.S. marketing communications manager. “Music brings people together, and we can’t wait to be a part of our customers’ warm and welcoming homes during the holidays.”

A recent MRC Data study found 65% of TikTokers prefer to see videos from brands featuring an original sound, and 58% of TikTokers said they felt more connected to the brand if the sound/music was something they enjoyed listening to.

Thomas Lester is Retail Editor for Furniture Today and Digital/Managing Editor for Home Accents Today. A graduate of Emory & Henry College’s Mass Communications program, Lester spent a dozen years working for newspapers in Virginia and North Carolina covering an array of subjects, ranging from community news, government, education, ACC sports, professional baseball and more before joining Home Accents Today in 2013. Reach out to me with your story ideas, tips and more at [email protected].


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