How IKEA increased its market share by getting emotional

Details how IKEA used emotional marketing in its Where Life Happens campaign to increase market share and brand perception.

IKEA's founder, Ingvar Kamprad, died on Saturday 27 January, leaving behind a strong legacy - not just of flatpack furniture and a revolutionary retail experience - but also some highly memorable, effective marketing from all over the world.

One of its current campaigns in its home market is positioned around the concept of Where Life Happens, a positioning first launched with Åkestam.Holst in September 2016. Its most recent iteration is a print ad in Amelia magazine which invites