Case Study: IKEA Dialogue Marketing

Instreamatic had the pleasure of working with Wavemaker and IKEA to launch a new voice-enabled ad campaign in certain markets, promoting a new lineup of bedding products with a catchy lullaby.

Ad Creative example

Audio Tease:

“Hello! You haven’t been sleeping well and were hoping to go to bed early? Interested in some help?”

If Interest:

“IKEA will sing you a lullaby, listen to it and it’s off to dreamland….”

[lullaby is playing]

No interest:

“ If you want to sleep better, just listen to a lullaby from IKEA.”


“It’s so silent, like you are already sleeping. If not, just listen to a lullaby from IKEA.”

The response is unclear:

“Looks like you are talking while asleep, but not with us. Could you please repeat?”

The results


Engagement Rate


Interest Rate


Memorable reach

If the listener was interested in the campaign, they could browse a list of new products, and IKEA would compose a lullaby for them about the very products selected. A clever way to capture the attention of the listener with a catchy jingle leaving a powerful impression on IKEA brand and products.

These results became a key point of focus during the recent Digital Day 2019 Conference, where the power of Dialogue Advertising was highly discussed, using this IKEA ad campaign as an example.

We could not be more enthusiastic about these results and the client feels the same. The level of engagement and commitment by listeners exposed to voice-enabled ads are driving extremely high levels of conversion and audience joining the purchase funnel of advertised brands

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