Ikea are looking to utilise a number of influencers popular among its millennial target audience in its up coming Snapchat campaign. The furniture brand are launching a back-to-school initiative on Snapchat with pop music and web comedy duo Superfruit that promotes products for college dorms through an interactive video on the platform. With the average age of a Snapchatter between 18-24 Ikea are clearly looking to take the brand to this younger consumer pool with social celebrities at the heart of the creative.
The Snapchat video campaign is a prime example of genuine consumer focused content. Allowing those that interact to personalise their experience based on their preferences in home style and then shop the range by swiping up on the content they have opted for.