The integrated campaign emphasizes Lesnina's USPs.The Swedes are a logical “element” in terms of airing time: their enthusiasm for the facts particularly emphasizes the advantage (s) of Lesnina. The campaign spread organically through the media, social networks and became part of the conversations. Our Swedes were instantly a hit and written about throughout the digital channels. The result - on the day of IKEA’s opening, the most talked about topic became Lesnina.