Joy of Digital Award: IKEA’s ‘The Pet Shopping Network’

Posted on Friday 31 May 2024

May’s Joy of Digital Award goes to IKEA for its TikTok shopping network starring some of our furry friends to promote the brand’s new pet range

What do you get when you cross the shopping channel with a host of four-legged talent? IKEA showed us this month with the launch of its new TikTok campaign ‘The Pet Shopping Network’. The ad, which allowed users to vote on whether they saw cats or dogs starring in the creative, drew on shopping channel cues to promote IKEA’s new Utsådd range for pets. 

Unsurprisingly, I’m a big fan of ads that put animals front and centre and I want to start by giving a big shout out to my cat and canine cousins that make IKEA’s ad so watchable,” explained Joy, IAB UK’s Chief Digital Cheerleader and chair of the Joy of Digital Award. “The use of TikTok - a place where so many of us head to discover new products and shop - is very clever, and I love that the ad marries this relatively new way of shopping with a nod to the not slightly retro style of the shopping channel. The interactive element where viewers can vote for the pet they see is the cherry on the cake.” 

Joy created the Joy of Digital Award - which is presented monthly - to celebrate campaigns that embody the joy of digital and harness digital channels in innovative ways to enhance creativity, demonstrating a dash of something extra special when it comes to the execution.

IKEA’s campaign was created with Mother London and also includes in-store and social activity, with an accompanying PR campaign by Hope & Glory.

Kemi Anthony, IKEA’s marketing communications manager, said: “You know, pets are so much more than just pets. They’re one of the family. We celebrate their birthdays, dress them up, and, let’s be honest, they pretty much run the household.

“At IKEA, we get that. That’s why we’re excited to offer furniture that’s designed just for them, to cater to their unique needs and still look good. And we’ve found an entertaining way to bring this campaign to life.”

Find out more about the Joy of Digital Award and past winners here.

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