I have written a lot of copy for IKEA over the years; from the quarterly press kits covering the new products to campaigns such as “Back to School/College” and seasonal campaigns for various traditions. See some of the work below!
In the Back to College campaign at IKEA 2021, I came up with the concept “Study life your way” basing the interior solutions on students studying different subjects.
Between 2015 and 2019 I wrote the master copy for the IKEA NEWS press kits that introduce select new products four times a year. These are sent out to all the markets and medias to create attention around the upcoming launches. A lot of the copywriting has been about communicating sustainability and societal impact messages that go along with the products, as well as design and function, of course. At times, I have also been involved in the visual ideas on how to promote the products in an eye-catching editorial manner.
I have also written over thousands of web banners, using catchy headlines to promote the products on the IKEA websites; always with meta data and SEO optimization.