Engaging Gen-Z: �Collectible Pins as the �Ultimate Tradeable Art for Social Media Engagement
×
IKEA should create and deploy a collection of artfully designed pins to engage Gen-Z customers through in-person trading events and social media content creation. This will bolster Gen-Z's IKEA brand perception and loyalty.
The Problem
IKEA's social media performance has dropped to just 4,000 views per video, signaling an urgent need to reconnect with Gen-Z through viral content and community building.
IKEA is struggling to engage Gen Z. Over 80% of this audience has not interacted with the brand in the past three years. Gen Z spends an average of 528 hours annually on social media, yet IKEA’s conversion rate is only 1.7%. Its videos average just 4,000 views, compared to competitors' 100,000. This limited reach means IKEA is missing out on 57% of Gen-Z, who primarily discover products through short-form content.
The Solution
Introduce unique collectible trading pins to enhance in-store engagement and community interaction.
IKEA should launch limited-edition collectible pins featuring iconic designs, transforming store visits into vibrant social experiences. By partnering with influencers for unboxing reveals and hosting in-store trading events, IKEA will grow its brand through viral content creation that drives both online engagement and in store foot traffic.
The Impact
Transform IKEA into a Community Space for Younger Customers to Interact In-Store and Online Through Collectible Pin Trading
By leveraging social media and introducing collectible trading pins, IKEA can cultivate a vibrant Gen Z community through innovative campaigns. This approach will not only attract younger customers but also drive store traffic and unlock new revenue streams, reinvigorating the brand's market position.
Executive Summary
97%
52%
42%
41%
97% say social media is their main source of inspiration when buying products
52% spend at least four
hours on social media every day
42% have bought something after watching an unboxing video on TikTok
41% prefer discovering new products via short-form videos
�Gen Z wants authentic, engaging short-form content, not traditional marketing strategies.
Gen-Z Discovers Products Through Social Media
Problem Overview
“IKEA feels more like a place for adults and businesses, not for younger students and teens, and their social media presence isn't effective enough to engage us. The last time I went to an IKEA was 7 years ago.”
Student in the Central Valley, CA
Dhruva S.
Gen-Z Isn’t Connecting With Ikea’s Strategy
Problem Overview
Meet Dhruva, an 11th-grade student from the Central Valley, CA. He feels IKEA is more for adults and businesses, not teens like him. To Dhruva, the store’s focus on home furniture and long-term investments doesn’t resonate with his age group, who are still figuring out where they’ll live after high school. The products and decor feel more like things for adults setting up permanent spaces, not for someone his age.
Dhruva also finds IKEA’s social media ineffective. The content mostly focuses on products and home improvements, which doesn’t appeal to him or his friends. It lacks the fun, relatable energy that engages teens today. The last time Dhruva visited an IKEA was seven years ago, and he hasn’t felt the need to go back since. To him, IKEA just doesn’t seem relevant to his current interests.
The Statistics
IKEA's YouTube performance shows a notable difference compared to competitors, indicating an opportunity for improved engagement. With 284,000 subscribers and 69.2 million total views across 606 videos, IKEA's channel averages 187,809 views per video. In contrast, significantly smaller brands like Scrub Daddy achieve an impressive average of 1,595,546 views per video. That's almost 10x more.
Furthermore, IKEA's recent daily view averages have dropped to under 4,000 per video, suggesting a decline in audience interest. Additionally, IKEA has an average of 0 likes and 0 comments per video. In contrast, Scrub Daddy has nearly 4 million followers + 90 million likes on TikTok and 10k likes + 500 comments per video on YouTube.
IKEA's social media performance shows a need for a new content strategy that better connects with younger consumers and increases community interaction.
Content strategy mismatch
The low view count indicates that IKEA's content does not resonate with its target audience, reinforcing Gen-z’s preference for short-form content.
Declining Community engagement
IKEA has limited community engagement with the younger generation. Both online and in store.
Declining Interest
Gen-Z and Gen-Alpha are increasingly losing connection with IKEA and its mission.
Problem Breakdown
Problem Overview
We asked a large sample size of gen-z and gen-alpha students on which of the two YouTube channels they would find more engaging to interact with.
“I find [Scrub Daddy's] short, funny videos way more engaging and interactive than [IKEA's] content, they make me excited to head to the store and grab one of their products!”
Student at Foothill High School, James Shirk
per video stats. | IKEA | Scrub Daddy |
Views | ~4k | ~100k |
Likes | ~0 | ~10k |
Comments | ~0 | ~500 |
Customer Interest | ~2% | ~98% |
IKEA's disabled comments across social platforms eliminates community dialogue entirely, creating a one-way broadcast instead of the interactive experience Gen-Z expects.
IKEA's social media engagement is in free fall, with video views plummeting from 187,000 to just 4,000 per post, signaling a critical decline in digital relevance.
James, an 11th grader, �prefers short, humorous videos as they feel more relatable and entertaining.
Problem Overview
IKEA
Scrub Daddy
IKEA’s comment section is filled with negative feedback directed at the company or its teams, lacking both moderation and a sense of excitement.
Scrub Daddy’s comment section is moderated and is filled with thrill and genuine interactions.
Scrub Daddy’s community is wholesome, while IKEA lacks engaging interaction
Problem Overview
Overview
IKEA's artist-driven approach should empower viral creators to infuse their unique creativity and design practices into pin collections. By leveraging popular designers from platforms like YouTube, Instagram, and TikTok, IKEA can naturally develop pin traction among established fan bases. The strategy should focus on giving artists creative freedom to design pins that will genuinely interest younger audiences, utilizing their expertise in art design and enamel work to foster an engaging community. This hands-off approach ensures authenticity while benefiting from artists' existing understanding of what resonates with their followers.
Primary Targets
The ideal collaborators for IKEA's pin program should be digital creators with specific characteristics. The focus should be on artists with substantial social media followings (50K-500K) across Instagram and TikTok, particularly those with proven experience in limited edition drops and collectibles. Key candidates include established enamel pin designers who understand the medium, viral Tik Tok artists known for satisfying art videos, and Instagram creators with distinctive aesthetics. Experience in successful brand collaborations and NFT launches demonstrates valuable expertise in limited-edition releases. The initial launch should feature 3-4 established artists, each creating themed series of 10-15 pins, maintaining their creative freedom while adhering to cross-promotional requirements.
3-4 established artists for primary collections
Each creates a themed series of 10-15 pin collections
Artist maintains creative freedom
Revenue sharing model on pin sales
Cross-promotional content requirements
Partnerships
The partnership structure should be designed to ensure mutual benefit and long-term success. Artists should receive an upfront design fee and ongoing royalties per pin sold, creating both immediate and sustained income opportunities. Social media engagement requirements should include minimum 6 social posts about their collection, ensuring consistent promotion. Artists should participate in 2 in-store appearances during launch events, creating valuable face-to-face engagement opportunities. Behind-the-scenes content showing the design process adds transparency and builds anticipation for releases. This comprehensive partnership approach balances creative freedom with commercial objectives, while ensuring authentic connection with target audiences.
Artist-Driven Strategy
Strategy
Artist �Series
Ultra Rare
Regional exclusives
Featured, Location-based collectable pins.
Rare
Community Choice
Common
Seasonal Specials
Limited Edition
Designs voted on and selected by the community
Season-specific collectables.
Limited edition collaborations with trending artists
Designs and Exclusives
Pin Design
trading event video
unboxing video
ASMR unboxing video
unboxing video
High Quality Content Examples
Exemplar Videos
Interactions with Gen-Z Today
Case Study
Pokémon
Trading cards that changed the way the younger generation interacted with one-another. Constant evolution and heavy community growth on shared interests. This movement became a cultural phenomenon, “Pokémania” that enhanced the idea of different collectible rarities. It became a viral card game that create a global viral experience.
Disney
Disney pin trading has created a vibrant community among fans, visitors, and cast members, centered around a shared love for Disney. This engaging hobby allows collectors to trade unique and limited-edition pins, making storytelling an exciting experience. As a result, the diverse collections and social interactions have made pin trading a cherished activity for families and enthusiasts worldwide.
Duolingo
Duolingo has transformed language learning through its engaging social media presence, fostering a vibrant community among users. By utilizing platforms like TikTok and Instagram, Duolingo connects with younger audiences through playful content and encourages collaboration with features like Duolingo Friends.
Incorporate ways of fostering community through collaboration, storytelling, and collectibles that foster community growth by leveraging playful content and social media.
Explosive Market Potential Demands Social Strategy
The collectibles market's explosive 300% growth to $20.1B, combined with the fact that 97% of Gen-Z discovers products through social media, presents a perfect storm of opportunity. This intersection of explosive market growth and Gen-Z's digital-first discovery habits creates an ideal environment for a social media-driven collectibles program. For IKEA, this convergence offers a unique opportunity to tap into both the booming collectibles market and Gen-Z's preferred product discovery channel simultaneously.
IKEA Must Bridge The Generational Engagement Gap
While Gen-Z's purchasing power has risen to represent 40% of consumers, IKEA's social media presence remains stagnant and disconnected from this crucial demographic. This growing disparity between Gen-Z's market influence and IKEA's digital engagement represents not just a missed opportunity, but an existential threat to future market share. The need for transformation isn't just about improving metrics – it's about securing IKEA's relevance with a generation that will dominate consumer spending for decades to come.
Why NOW?
Timeline
1
Creator Partnerships
2
Limited Edition Drops
Launch ultra-rare pins in extremely limited quantities (50-100 pieces globally) and build anticipation through strategic social media teasers. This scarcity creates immediate desire and collectible value.
3
Artificial Scarcity
Maintain value through transparent scarcity tactics: announce exact quantities for rare pins, commit to never reprinting limited editions, create region-specific exclusives, and use numbered editions (e.g., 47/100) to verify authenticity and rarity.
4
Hype Building
Generate buzz through calculated "leaks" of upcoming designs, coordinate influencer "early access" unboxings, and create excitement with blind box mystery releases. This staged approach builds anticipation and drives social media engagement.
5
Community Celebration
Foster an active collecting community through collaborative pin design contests, regular in-store trading events, and cross-cultural design exchanges between IKEA locations. This emphasis on community turns collecting from a solo activity into a social experience.
Partner with artists to develop unique pin designs and collaborate with influencers for viral unboxing content that showcases the collections. This dual partnership approach ensures both high-quality design and maximum social media visibility.
IKEA can leverage creator partnerships and limited edition drops to increase hype
Social Media
Use polls and open-ended questions to involve followers in decision- making, creating a sense of ownership and participation in the campaign. These should be posted on Instagram Stories, TikTok polls, and Twitter to make engagement quick and easy. Polls should also be incorporated into posts for major campaign milestones, such as new pin designs or event announcements
For example,
��This strategy builds anticipation and excitement through audience involvement, reinforces a sense of community ownership, making followers feel like part of the process, and provides valuable insights into customer preferences to guide future campaigns.
Interactive Polls & Questions
Enable open comments across IKEA’s social media platforms, allowing customers to share their feedback, ideas, and enthusiasm freely. Actively engage in conversations by responding to comments, addressing concerns, and celebrating creative inputs to foster a sense of community. When necessary, use community �managers to moderate discussions, �ensuring a positive environment.�
For example,
This approach transforms IKEA’s social media into an interactive, customer-driven space while building trust and loyalty.
Comments & Engagement Ideas
- What’s your favorite way to collect pins—blind bags or trading events?�� - “Should we ‘leak’ our next rare pin drop? Yes or No?”
|
→ Shows transparency and openness to suggestions and encouraging meaningful engagement.
→ Makes customers feel heard and builds trust.
→ Shows accountability and a commitment to addressing issues, shifting negative perception.
Social Media Interaction
Social Media
To maximize space flexibility and maintain excitement, IKEA should implement mobile trading stations and adaptable display areas that can transform existing store spaces into collector hubs during peak periods. This modular approach allows stores to create dynamic trading environments without disrupting normal retail operations, while the rotating locations help maintain novelty and drive foot traffic throughout different store sections.
The cornerstone of these trading spaces should be a coordinated schedule of events across IKEA locations, each featuring specialized pin releases and themed trading opportunities. A strategic mix of mystery box unveilings, regional exclusives, and collection showcases will create compelling reasons for collectors to attend multiple events, while the rotating schedule builds anticipation and ensures sustained engagement.
Success of these trading spaces should be amplified through hybrid events that blend in-person trading with digital touchpoints. By incorporating live streams between locations, interactive digital displays, and integrated social media activities, IKEA can foster a vibrant collector community that extends well beyond physical events. This approach creates multiple channels for engagement while encouraging organic content creation and community growth.
Create Pop-up Trading Zones
Event Programming
Community Engagement
Dedicated Trading Spaces
Gamification
1
THE DISCOVERY
2
THE FIRST VISIT
Customers line up on Saturday morning, not for furniture, but for a collectible drop. They film unboxing videos in the café and explore the store through a completely new lens.
3
THE HOOK
A rare pin find turns customers into content creators. Their unboxing videos go viral, they join collector communities, and IKEA becomes part of their daily social conversation.
4
THE COMMUNITY
Trading events transform our stores into cultural spaces. When a $200 offer is declined for a $9 pin, we've created something beyond retail
- we've created social currency..
5
THE LOYALTY LOOP
IKEA evolves from a furniture store to a cultural hangout. Each visit is driven by community, not commerce, and they bring friends - creating a natural growth loop in this crucial demographic.
�Imagine a 19-year-old discovering IKEA through a viral TikTok post. A limited-edition holographic pin collection is out. Instantly, IKEA'S brand transforms from a "parent's furniture store" into a must-visit cultural destination, driving organic traffic.
Customer Experience
Interaction
Disney Pin Events
When new pins are released, Disney creates pin events. Lots of people come to trade at these events, which could get them to buy the new ones.
Example Event: Disney After Dark
This event costed $129 per guest for the base package. Although no exact number of participants, the event was so popular that people were being waitlisted.
Disney Pin Trading
Many people trade for pins they like more or sell their unwanted pins. Staff have their own pin boards, where people can trade for the pins on it. This also attracts people to go to the parks, since they might find a staff or someone else with their favorite pin. r/DisneyPinSwap is a very active pin trading subreddit community, with 23k members.
Trading and Events
Gamification
Composite Formation
TITLE GOES HERE
01
02
03
To achieve a production cost of <$1 per pin while maintaining the high-quality, visually appealing aesthetic, the manufacturing process must focus on automation, efficient material use, and scalability.
1. Material Collection and Preparation �
Sourcing:�
-> Centralize collection of wood scraps from IKEA's production facilities to ensure uniformity and reduce waste.
-> Partner with resin manufacturers for bulk pricing on eco-friendly or clear resin.
Shredding and Sorting:
-> Use industrial shredders to process wood scraps into uniform chips or sawdust.
-> Separate by wood type and size for quality control.
Material Collection
and Preparation
2. Composite Formation
Automated Mixing:
-> Invest in industrial mixers to combine wood
particles, binder, and resin in controlled proportions.
-> Add pigments or decorative materials (e.g., mica powder, metallic flakes) during the mixing phase.
Batch Processing:
-> Large batch sizes reduce costs per unit.
-> Ensure consistent quality with precise automation.
3. Molding and Shaping
Silicone or Steel Molds:
Create reusable, high-durability molds designed for multiple pins in a single batch (e.g., a mold that holds 50–100 pins).
Injection Molding:
- > Use injection molding to pour or press the composite material into molds quickly.
- > Automated injection systems can process hundreds of pins per hour.
Flatboard Method (Alternative):
-> Pour composite material into flat sheets, cure, and cut into shapes using a laser cutter or CNC router for detailed designs.
Manufacturing Process
Pins
Hardware Attachment
Molding
04
05
06
To achieve a production cost of <$1 per pin while maintaining the high-quality, visually appealing aesthetic, the manufacturing process must focus on automation, efficient material use, and scalability.
4. Curing and Coating
Curing Process:
-> Utilize industrial curing ovens or UV curing systems for quick and consistent hardening of resin.
Finishing:
-> Polish pins in automated tumblers or polishers for a glossy surface.
-> Apply a thin layer of epoxy or UV-resistant topcoat for durability and shine.
Curing and Coating
5. Hardware Attachment
Mass Pin Back Attachment:
-> Use automated machinery to glue or embed pin backs during the curing stage.
Alternative Designs:
-> Consider self-locking pin mechanisms that integrate directly into the composite material to save on hardware costs.
6. Customization
Laser Engraving:
-> Use automated laser engraving machines to add logos, names, or intricate designs in bulk.
In-Mold Design:
-> Introduce pigments, patterns, or embedded decorative elements during the molding process to reduce post-production customization.
Cost Breakdown (target for <$1/pin):
Scrap wood: Free or <$0.01/pin.
Resin and pigments: ~$0.30–$0.50/pin in bulk.
Molding and machinery: ~$0.10–$0.20/pin amortized over time.
Hardware (pin backs): ~$0.10/pin in bulk.
Labor and packaging: ~$0.10–$0.20/pin with automation.
Manufacturing Process
Pins
By introducing collectable and tradable enamel pins, IKEA can increase store traffic by 15-30% and improve in-store and online engagement within Gen-Z by 30-50%.
Boosting Store Traffic
Impact
Incorporating IKEA’s Values
Impact
On A Personal Note…
Mark Raspopov
��Ritika Yamdagni
Aaron Newman
�
Ved Sunkari����Aayan Zangie
Dear IKEA Team,
Thank you so much for this incredible opportunity to participate in this challenge! This experience has been truly transformative for us as a team. ��Working on a creative solution that aligns with IKEA's sustainability and innovation goals has been a rewarding journey. Developing the concept of collectible and tradable pins allowed us to think critically about how to engage new audiences while staying true to IKEA's unique identity. It has taught us invaluable lessons about designing strategies that are both impactful and meaningful.
We deeply appreciate the opportunity to contribute our ideas to a brand that has always inspired creativity and togetherness.�
Thank you!