The morning bathroom routine can be chaotic for families. We wanted consumers to know that an organized and stylish IKEA bathroom can help families share this space in a peaceful and orderly way.

To pass on the message, we set up an interactive experience on the IKEA website that allowed users to create ad units specially addressed to someone in the house regarding their bathroom habits, and to serve the ad to them as they browse online.

Working closely with our Programmatic trading desk, we wrote custom scripts to retarget consumer generated banners back to those same consumer’s home through IP targeting in order to enable conversations about the shared bathrooms. We allowed family members and roommates to talk to each other through our advertising!