IKEA Mexico has also endeared itself to our local communities of journalists and online content developers as we keep building on top-of-mind recall with them.
Since e-commerce went online, news media and influencer conversation increased 60.3% in reach on opening day.
Even without a physical store, pre-opening campaigns like our ESPACIOTERAPIA (space therapy), generated excellent engagement among our influencers. We appeared in 867 publications as it educated Mexicans on IKEA’s storage solutions for their homes. All that media publicity gave us an ad value of more than MXN 14 million along with 245 million impressions.
Building on our media outreach, we closed off FY21 achieving a reach of more than 978 million with an ad value MXN 75 million. A great way to tell Mexico that IKEA is there for the many Mexicans!
Ambitions to grow
We now have ambitions for a second store in the state of Puebla, some 130km away from Mexico City.
Slightly smaller in format to IKEA Oceania, IKEA Puebla will be around 9,900 square metres and located in the Via San Angel shopping centre, a popular meeting spot. The new store will bring our IKEA range of affordable home furnishings closer to the 2.5 million people who live within a 40-minute drive. Our plan calls for some 400 articles of furniture and some 3,000 accessories available for immediate take-away, and we hope to create more than 100 jobs in the community.
Despite a tough year, we are working hard to bring IKEA’s functional and smart home solutions, home accessories, and of course, delicious Swedish meatballs (albóndigas) to more Mexican homes.
And we have our co-workers and leaders on the ground to thank for their tenacity and togetherness.