As part of my MA in International Communication, I have worked on an assignment for IKEA Canada. Our task was to create a communication strategy for IKEA Canada to convey their goals regarding the circular economy to their Stakeholders.
In order to execute this project succesfully, we conducted extensive market research, a content analysis and a communication audit of IKEA's social media, and created a cultural profile of the Canadian customer.
After we reviewed our insights, we created a communication strategy in which we used a custom IKEA model: Inspire, Kindle, Engage and Assure. In the images below the steps of this model as well as the two preparatory steps (Unify & Simplify) and the after-campaign (Retain) step can be found.

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