IKEA : AI-Powered Assembly Support Campaign

Mock advertising campaign focused on improving customer experience through AI.

The Problem

IKEA customers often experience frustration during furniture assembly due to unclear instructions, missing parts, and uncertainty around required tools. This friction negatively impacts customer satisfaction at a critical moment in the brand experience.

The Insight

IKEA customers already rely heavily on instruction manuals during furniture assembly, making this moment a critical touchpoint in the customer journey. When confusion or frustration arises, customers are actively seeking help, creating an opportunity for IKEA to provide immediate, personalized support at the exact moment it’s needed.

The Solution

Bistånd is an AI-powered assembly chatbot designed to simplify and personalize the furniture assembly experience.

The chatbot provides step-by-step instructions tailored to each IKEA product, offers visual support such as video tutorials for complex steps, and answers personalized questions in real time. Such as which tools are needed to complete a specific build.

By delivering immediate, product-specific guidance, IKEA Bistånd reduces customer frustration while increasing satisfaction and long-term brand loyalty.

My Role

Marketing Strategy & Campaign Development

  • Identified core consumer pain points

  • Developed campaign touchpoints across physical and digital spaces

  • Ensured messaging aligned with IKEA’s brand voice and values

Campaign Executions

Instruction Manual QR Code

  • Designed an updated IKEA instruction manual featuring a QR code that links directly to the AI-powered assembly chatbot at the moment of need.

  • Provide immediate, personalized assistance during furniture assembly, reducing frustration and improving the customer experience.

  • Canva

In-Store Posters

  • Designed in-store posters introducing IKEA Bistånd, the AI assembly helper, to shoppers before purchase.

  • Capture attention in-store while reinforcing IKEA’s commitment to innovation and customer satisfaction.

  • Canva + Adobe Photoshop

Influencer Collaboration

  • Developed a mock influencer collaboration with DIY creator Kylie Katich across Instagram Reels, Stories, and Posts to promote IKEA Bistånd.

  • Position IKEA as approachable, modern, and helpful for younger and first-time homeowners.

  • AI mockups + Adobe Photoshop

back to all work

Why This Campaign Works

By integrating AI support into an existing customer behavior, this campaign reduces friction during a high-stress moment while strengthening IKEA’s brand perception as innovative and customer-first.

Academic mock campaign created for coursework.