IKEA FiftyFifty game reached 2M conversations on equality
About the campaign
- Brand
- IKEA
- Service
- Creator Partnerships
- Platform
- Campaign
- Sponsored Content
What Edelman did
IKEA launched FiftyFifty, a digital card game on Instagram Stories to address household inequality, partnering with Swedish singer and activist Zara Larsson. Larsson promoted the game on her socials and played it with her boyfriend to inspire conversations about home life dynamics and gender equality.
Reported outcomes
MetricResult
Video views+541K
Earned reach+916M
Players worldwide+522K
Countries activated25 of 31
Owned social impressions11.9M
Positive to neutral sentiment96%