Show 13. juni 2024

Everyone is an influencer



IKEA Danmark

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Vinder af The Greater Good

Juryen elsker ideen om at gøre alle til fortalere for en grønnere og mere bæredygtig verden, sammen er vi bedst. Passer så fint ind i IKEAs purpose. Juryen håber, at initiativet er en on-going aktivitet, det gør IKEA bare endnu mere troværdig. Det fortjener SØLV


IKEA wanted to push their green agenda through the use of influencers. But the idea of hiring famous people to spread a predefined message don’t play well with the brand DNA of IKEA, which is to be at eye level with “the many people”.

We had to find a more credible way for IKEA to inspire people to live a greener everyday life.

By trawling different social media, we quickly realized: Instagram is boasting with green tips and ideas that don't get the attention they deserve due to a very low reach. But what if IKEA could give reach to these great, but often overlooked, green ideas?


So, instead of paying well-known influencers to share green tips on their Instagram, IKEA teamed up with all the climate conscious Danes, who have already shared green tips on their Instagram – and turned them into influencers. Simply by boosting their already existing green content.

This way IKEA democratizes influence by giving reach and voice to those, who don’t have a great number of followers, but have a great message to share. Ultimately making everyone with a green idea an influencer.

For every green idea we found on Instagram, we contacted the person behind it and asked if we could sponsor it, allowing us to spread their green tip to thousands of new Danes – finally giving it the reach, it deserves.


At the core of the ‘Grøn Rytme’-initiative is the ambition to “create” reach and engagement for people, who doesn’t have any, by promoting pieces of their greatest content. This tactic reverses the traditional KPI’s of influencer marketing.

What we have achieved:
until now, we have given a selection of completely average Danes, a reach over 15.636.649 on Instagram. Together the green ideas selected, has achieved more than 84.261.090 exposures, inspiring new green ambitions and ideas.

How do we know it worked?

On the Instagram profile, close to a thousand people have made their individual vow to a more sustainable lifestyle – which clearly documents that the initiative is already working well, even though it has only been running for a few months. A selection of green vows can be found in the attached pdf.

IKEA Danmark

Asger Bolvig

Marketing Campaign Leader

Martin Meik

Integrated Media Leader


Ulik Kepinski Rode


Line Lillefod


David Asmussen

Creative Director

Jeppe Bo Ebstrup

Client Service Director


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