Ikea has recently been drilling down deep into Google Search to investigate the relationships problems most frequently entered in the company’s search box – and using these to complete and inspire its own list of product names.

Karpat Polat: “Ikea’s motto is: Where life happens. They really handle it very well with the powerful insights and ads. This piece of work also serves the same purpose. Ikea has recreated its retail site and renamed products based on intermittently googled relationship problems that the products possibly can solve. The agency has positioned the brand: ‘Whatever you are complaining about it, Ikea comes to the rescue.’ It really is a funny solution. This way, Ikea uses real-time data and impactful insights while also creating emotional bonding with its target audience.”