The initial leg of the partnership will last six months. IKEA already had a longstanding relationship with the publisher.
“I likely would not do a project of this magnitude with a media outlet we hadn’t worked with before in the past,” Kemet said.
While the partnership is still new, the extremely early returns seem promising.
The sponsored post “How to Change Your Life With $5,” featuring a new line of wall organizer products, created 62,245 engagements (a broad metric including views, mouse-overs, clicks, shares and sign-ups) from Friday to Monday, according to data from RebelMouse, The Snug’s content management system, as well as Facebook Insights. That was a significant share – more than 10% – of The Snug’s overall social reach of 587,000 total engagements during the same time period.
“If we were just pushing out media like banners and didn’t have this opportunity [through content with The Snug] to foster engagements, shares and comments, we wouldn’t be able to have the kind of growth and awareness that we have achieved in our social media platforms,” Kemet said.
IKEA tracks shares, likes, clicks, comments, page views and visits across its content marketing initiatives. When content succeeds, like a tutorial on how to hang a pendant lamp that appeared on its social media, IKEA makes more of it.
IKEA learns from each of its sponsored posts, and creates more content – how-to tips, interactive quizzes or video content, for example – based on those learnings. The company also monitors sentiment an upcoming store visit.
“It’s a collaboration,” Kemet said. “You want to see what people like and are interested in and go from there.”