Ikea Jönköping needed social content that made the global brand feel local and approachable. I handled filming, photography, strategy, and editing with a focus on capturing everyday moments, community presence, and human connection. The shift was deliberate: fewer products, more people, and a warmer, more relatable identity.
I followed local events, identified opportunities for authentic storytelling, and built concepts that fit both Ikea’s brand values and the community’s rhythm. One example was “Första Torsdagen i Mars,” where I created a fast-paced word puzzle for employees to solve. It highlighted the staff, embraced a local tradition, and performed five times better than standard posts. The result was a more connected and human feed with consistent engagement.
