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Content & Production Solutions

Tips & Tricks

Following a successful first YouTube challenge conducted by We Are Era for IKEA Germany featuring social influencers, IKEA was looking for a long-term content strategy to attract a young audience to the IKEA brand.

Cooperation with

The Idea

We Are Era developed a branded video series for the YouTube channel of IKEA Germany. Lead roles in this weekly format are being played by IKEA‘s corporate influencers, who share new home improvement and interior design tips with the community. The videos provide answers to questions like "What size of carpet looks optimally proportioned in a room?" or "What kind of lighting is best for a dining area?“ every Tuesday.

The Results

Since March 2019, more than 30 videos have been produced that generated more than 600,000 organic views in the first half year after the launch of this new format. During the same period, the channel gained around 17,000 new subscribers.


videos produced


subscribers obtained


corporate influencers involved

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