PR-OPERATØRENE case on blogger relations during the new IKEA CATALOGUE 09 launch.

1. CATALOGUE 09 BLOG SEMINAR

2. THE CHALLENGE
Falling media interest in the catalogue
launch brought a need for revitalising the
Norwegian catalogue launch.
The catalogue launch had become an
event for a chosen few, rather than for the
many.
The catalogue launch has traditionally
communicated the same message to a
great number of target groups. We will try
to create more relevant activities and
messages through customisation and
segmentation.

3. THE CATALOGUE LAUNCH
The catalogue launch was based on the
creative urge of Norwegians in general,
and women especially.
The launch was over 3 days, with a launch
party on day 1, a trade day with a number
of smaller seminars on day 2 and an open
day for the public on day 3.
The trade day included a mum's café, the
seminars quot;creative womenquot; and quot;women's
lifequot; and a special blog seminar for
selected interiors bloggers.
The public open day included an interiors
workshop, interior auction and café.

4. THE BLOG SEMINAR - CONTENT
In Norway there are about 200 active
interiors bloggers. Together these
represent a relatively large and important
network.
IKEA identified the 12 most important
interiors bloggers and issued them a
special invitation to the catalogue launch.
The bloggers were VIP guests at the launch
party and were also actively used with the
media.

5. THE BLOG SEMINAR - CONTENT
During the trade day on day 2, a separate
seminar was organised for the selected
bloggers.
The content of the seminar was simple.
Vampus, Norway's foremost and best
known blogger, gave the bloggers an
introduction in how to work better on their
blogs. IKEA's own trends expert gave a
presentation of the year's news and trends.
Time was also allowed for the bloggers to
exchange experiences. This was
particularly appreciated.

6. RESULTS OF THE BLOG
SEMINAR
IKEA functioned as a facilitator for the most
important Norwegian interiors bloggers to
cement strong bonds between each other -
and with IKEA.
IKEA now has a network of bloggers we
can and will use actively in coming
promotions and activities.
The bloggers act as enthusiastic and
credible ambassadors for IKEA among all
the other active interiors bloggers.
The competence given to the bloggers has
made them even more capable and active.

7. RESULTS OF THE BLOG
SEMINAR
The blog seminar helped to create positive
coverage from around 20 bloggers before,
during and after the event itself.
The blog seminar resulted in 6 large pieces
of media coverage, in addition to coverage
of the catalogue launch alone.
All blog and media coverage presented
IKEA's message in a good, positive way.

8. AINA LEMOEN LUNDE KRISTENSEN
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Rådgiver
PR-OPERATØRENE AS
EMAIL / allk@pr-o.no
URL / www.pr-o.no
MOBIL / (+47) 91 75 51 50
SENTRALBORD / (+47) 476 20 200
Møllergata 8 / 3. etg / 0179 Oslo / Norway
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