IKEA

To elevate IKEA’s ‘Open Door’ Festival, we created Open Digs, a spin-off of Refinery29’s much-loved Sweet Digs, showcasing unique homes through doc-style films that premiered at the festival. Working across R29’s US, UK, and DE markets, we partnered with influencers to give unfiltered virtual house tours, exploring what ‘home’ means to them. The campaign exceeded expectations, delivering 272% of targeted impressions, driving 115% video views, and generating 286% click-through at the Tease phase, including an 11% CTR on Twitter.

Person posing indoors with abstract green and orange swirls, text 'Open the door to...' and '#IKEAFestival'.
Collage of people engaged in various activities: one cooking, one playing keyboard, a group in conversation, a band, and a person standing by a door.