Reversing the narrative on anniversaries

The 50th anniversary of IKEA on October 17th 2024 redefined how much impact corporate events can have when empowered by PR. A company‘s milestone became a national movement, blending nostalgia,

humor and innovation to inspire millions. New standards in earned media and cutting-edge channels made history and established IKEA as the cultural highlight of 2024 that was even recognized by AI! We achieved earned media dominance by outshining the biggest event of 2024 reaching 1.12 billion earned impressions, 5x reach of Germany‘s national team at the European Championship 2024 (126 million viewers in Germany), and set new standards for earned media through flawless orchestration and timing. This way IKEA became the talk of the nation.