Ikea also comes up TikTok, the social network most loved by the very young (but not only from them): the well-known furniture brand aims at the so-called Generation Z with the “ThatsOkBoomer” campaign.
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The name refers to the expression “ok, boomer”, a way of saying with which the youngest make fun of the older ones and their (alleged) inability to understand the views and needs of the new generation. For Ikea Italia, this means sharing and telling the importance of promoting a home that also takes into consideration the needs of Gen Z: clips featuring the hashtag “ThatsOkBoomer” they will therefore tell “with irony and spontaneity” the coexistence between the two generations thanks to exceptional testimonials such as the singers Madame and Elio.
She, born in 2002, described as an “emblem of a fluid generation that wants to live their emotions freely, far from stereotypes and limitations”, in Ikea’s debut video on TikTok, talks with helium, which is definitely one of the most loved musical boomers on the Italian scene, also showing the different approach of the two to the living spaces of a house.
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Matteo Bellini, media manager of Ikea Italy, explained that “we wanted to treat with irony a theme that has always been central, but which in the last year has acquired greater urgency due to the contingency that has involved us all: sharing of living spaces between children and parents. Ikea wants to be a spokesperson for the needs of Gen Z, demonstrating how it is possible to find solutions that make the home the place for a positive encounter, respecting the different and understandable needs and mutual spaces. The pandemic has forced an even more intelligent reorganization of living spaces, to which Ikea has responded with the infinite combination of its solutions “.
And therefore Madame and Elio bring to the stage the situations that children and parents experience every day, moving between the different rooms of the house, whose style reflects a dualism in the perspectives, up to the final scene set in the living room, where the differences find the perfect synthesis in the enhancement of the stylistic preferences of both generations, which appear as complementary and essential to the final results. It is not (obviously) over, because Ikea’s communication on TikTok will continue through the publication of videos with tips and solutions which will see the company’s employees as protagonists.
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