IKEA Hong Kong lauded at Retail Asia Awards 2025 for sleep-centred campaign

The “Complete Sleep” campaign blends emotional storytelling, PR innovation, and multi-channel marketing to drive engagement and sales.

IKEA Hong Kong has been recognised in the Integrated Campaign of the Year - Hong Kong category at the Retail Asia Awards 2025, celebrating the success of its innovative and emotionally resonant “Complete Sleep” campaign.

The accolade recognises IKEA Hong Kong’s strategic brilliance in combining digital, social, outdoor, PR, and influencer marketing to promote sleep wellness and drive significant consumer engagement across multiple channels.

At the heart of the campaign was IKEA’s mission to improve the everyday life of Hong Kongers by redefining the sleep experience. The campaign rolled out over several months, with a cohesive and consistent message of “Wake up! It’s time to sleep” promoted through social media, IKEA’s website and app, CRM channels, yuu platform, and outdoor advertising.

These messages were boosted by engaging video content, particularly in the fourth quarter of 2024, which featured popular Hong Kong celebrities and influencers introducing IKEA’s bedroom solutions.

The company also held the IKEA Sleepover Party in August 2024, a first-of-its-kind event which saw 14 lucky participants spend the night in an IKEA showroom to experience the brand’s complete sleep solutions.  The event was also attended by 24 major media outlets, including TVB, HK01, and Sing Tao.

Prior to the sleepover, the campaign had already garnered 155 media reports with a PR value HK$4.57m. Post-event, another 71 pieces of coverage followed, contributing an additional HK$3.05m in value. In total, the campaign achieved over 380 media clippings, with a total circulation of 39.1 million and a PR value exceeding HK$12.5m.

Beyond buzz and engagement, the campaign drove significant commercial outcomes. IKEA Hong Kong recorded 1.4 million website visits, average social engagement of 47,000, and reaching the most sold mattresses per 1,000 customers during the third quarter 2024.

“This integrated campaign exemplifies uniqueness and innovation in approach, demonstrates significant impact through widespread media engagement, and showcases scalability for future iterations,” the company said.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in Asia. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].