IKEA UK proves that email marketing is not dead and explores the new popular image-based social engagement channel Pinterest.

The Swedish company and LIDA, the direct and digital marketing specialist, have developed a new campaign to promote the latest IKEA limited edition product range called ‘True Blue’ collection in the UK.

The unique Indian-inspired home ware appears in 13 different stores across the country.  It’s a new direction for IKEA with all the products sourced from India, which are in line with this season’s hottest interior design colour – blue.

LIDA have created a bespoke microsite which displays a curtain that draws back to reveal the assortment of merchandise. The top of the page features a designers blue colour wheel where customers will be able to see their ‘true blue’ match and select a preferred shade of blue, which then brings up specific IKEA products in that colour, continuing the ‘True Blue’ theme.

Pic: screen shot of the new IKEA Blue microsite

The site displays a pinterest button which will direct customers to an IKEA ‘blue’ pin-board which will also showcase the new collection. Members will be encouraged to share the offers on IKEA’s Facebook page, which also has a blue takeover.

Targeting the 1.3 million IKEA FAMILY Members, an email will reward their customers with a special online preview of the new range. The creative leads with the tagline: ‘Sneak peek for IKEA FAMILY members,’ and shows a closed IKEA True Blue curtain, reinforcing the exclusivity of the offer. It aims to drive people to preview the products on the microsite.