CHRISTINE YEE

Content Marketing. Writing. Social Media. SEO. Digital PR

Fabric Interactive was selected as one of the vendors to assist with the marketing for IKEA's Easy to Assemble web series. 

Our developers and designers worked on creating a page for the official website of the show and building a voting box feature.

Within the storyline, the characters, Illeana Douglas and Justine Bateman engage in a competition with one another, vying for the coveted title, Coworker of the Year. And with the voting box feature, fans would be able to vote for either Illeana or Justine and thus influence how the rest of the story unfolds.

Additionally, a small division of Fabric's internal team focused on using PPC strategies to drive traffic to the official website for the show.

My role was to balance these efforts by developing initiatives by encouraging organic traffic to the site. We were given a rather limited time frame. Therefore, it made the most sense to leverage other sites with a large base of active users to cultivate organic interest in the webisode.

Strategies Employed

(1) Identified and contacted pockets of IKEA fans/ groups, requesting the site's voting box page to be shared with fellow members. Also encouraged these individuals to write blog posts, expressing their opinion of the show, the characters etc. 

(2) Assigned the task of writing unique, highly personalized blog posts (using Blogger.com to Fabric's interns (e.g. what they liked about the show, favorite IKEA styles and products, opinions about the characters, Illeana Douglas and Justine Bateman, favorite scenes and lines and why these were chosen as favorites.) This content was shared with IKEA fans/groups to help encourage the process of writing their own blog posts. The blog post written by the interns were also posted on social sharing news sites. 

(3) Posted video links, website pages and uniquely written blog posts to popular social sharing sites. These included: Yahoo Buzz, Propeller, Stumble Upon, Reddit and Digg