IKEA TAIWAN recognised at Retail Asia Awards 2026 for Point Collection marketing campaign

The initiative used meatball-themed collectibles to generate media coverages and peak sales across the campaign period.

IKEA TAIWAN won the Marketing Initiative of the Year - Taiwan category at the Retail Asia Awards 2026 for the  Point Collection campaign. This marketing initiative used meatball-themed collectibles to bring members into stores, strengthen engagement with IKEA Family members, and support purchases during the campaign period. Members collected points from purchases and redeemed them for vouchers, complimentary Swedish meatball meals, a plush meatball keychain, and a foldable shopping bag stored inside a meatball plush.

The campaign ran in May and September. IKEA’s Swedish meatballs served as the main product reference, given their strong association with the brand. In the first wave, IKEA TAIWAN created a plush keychain shaped like a cup of meatballs that could be clipped onto bags. Its design reflected the popularity of doll-shaped bag accessories amongst Taiwanese consumers. For the second wave, the marketing team used the same meatball theme for a portable shopping bag that folded into a plush cover. The campaign was supported through integrated communication across LINE, the IKEA website, Instagram, EDMs, social media platforms, and in-store channels. PR coverage and influencer collaborations helped amplify the campaign across social media and media platforms, with the limited edition collectibles quickly becoming a key highlight across both campaign waves. 

Results from the campaign included 229 media coverages and 84 million in PR value, equivalent to 124% of the campaign target. Social media performance reached 138 million impressions. The top-performing Instagram video recorded 8.6 million views. Store participation also rose, with 1.06 million participants visiting stores during the campaign, whilst sales reached their highest level within the campaign period.

The campaign also drew interest from IKEA markets in Singapore, Sweden, and Norway, which looked into similar merchandise ideas after the campaign circulated outside Taiwan. For IKEA TAIWAN, the campaign used one of IKEA’s most iconic products, a point collection mechanism, and limited-edition rewards to support customer engagement and store traffic.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

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 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].