Simple builds.
IKEA is built with your hands. This campaign uses social to show that truth, real people, real homes, real steps, making simple builds something you can actually see. Then it brings that same step-by-step confidence into the IKEA app, right where purchase decisions happen.
challenge
Online, IKEA can feel like a question mark: Will this be a nightmare to assemble? Do I have time for this? Those doubts don’t just stop inspiration—they stop checkout.
insight
People don’t need more finished-room photos. They need proof that building is simple. Assembly confidence is purchase confidence.
Social - Instagram
A series of dot-scrub carousels where the build only makes sense in motion. Each post starts with a real-life prompt and ends with the people who built it, so every execution feels human, not polished.
Social shows capability: “If they can build it, I can build it.”
Rules card
10 - 20 frames: locked camera
Slide 1: prompt + “Hold the dots”
In between slides: build progress only (no copy)
Final slide: human proof + payoff line + Built by / Time
Tone: documentary, IKEA‑dry, real homes
Content engines
Product Builds
Parts → object → used immediately
Space Builds
Empty corner → functional zone
Problem/Solution Builds
Real pain → build → relief
Season 1
Canadian Homes
4 hero builds + 4 supporting builds
Simple Builds.
Hero Builds
Studio Apartment • House Patio • Side Hustle Corner • Entrance Hallway
Studio
hangouts?
MALM high bed frame in dark brown veneer/Luröy
Built by Louise · 85 min
Where will
everyone sit?
NÄMMARÖ outdoor modular sofa + chair + seat sec in light brown
Built by Kevin · 71 min
What
it proves
Assembly is simple
Real homes, real time
The payoff is immediate
Side hustle
corner?
ALEX drawer unit + SKÅDIS pegboard in white
Built by Riya · 93 min
No
Entryway?
TRONES Shoe/storage cabinets in white
Built by Ade + Tomi · 47 min
Simple Builds.
supporting
builds
Living Room • Kitchen • Playroom • Home Office
TV area chaos?
BESTÅ TV bench with drawers, white stained oak effect
Built by Amir + Leila · 112 min
Counter takeover?
HYLLIS Shelf unit + BEKVÄM Step stool + RÅSKOG Utility cart
Built by Ping + Meihua · 33 min
Playdate today?
TROFAST Storage combination with boxes
Built by Nia + Mom · 43 min
Still unpacking?
BILLY Bookcase
Built by Andrew · 85 min
Simple Builds.
Ikea App
Extension
The same step-by-step confidence,
now at checkout.
Why it
drives buying
Reduces “assembly anxiety” before checkout
Sets expectations (steps/time/tools) in seconds
Turns “maybe” into add-to-cart
Spec work.
AI used for prototyping.
Final would be shot with real people + licensed assets.