LIDA handcrafts new campaign for IKEA, with cross-stitched mailers

Business, Innovation, Marketing

LIDA, digital and direct marketing agency, launched a new direct mail campaign for the Swedish IKEA in order to make IKEA Family members feel loved.

Tasked with helping IKEA build a stronger relationship with members of the IKEA Family, the campaign, created by LIDA, sees a cross-stitched ‘email’ sent in the post to a targeted group of the member base.

Through a continuous test and learn process, LIDA discovered that members are more valuable when opted in to both direct mail and email communications, but there was one customer group in particular that created an opportunity not to be missed. The highest value segment within IKEA Family members were seen to be significantly more valuable when they received direct mail in combination with timely, relevant and inspirational emails on a regular basis.

As IKEA Family’s most valuable members, LIDA wanted to create something extra special for them in exchange for their email address. Something that would show they are valued and appreciated customers, but also act as a reminder that IKEA aren’t like other retailers – and neither are their communications.  So LIDA had to think outside the box in order to get IKEA Family emails to the inbox of these members and came up with the first cross stitched email.


The tactile cross stitched DM is a unique and memorable way to communicate an opt-in message. It featured a unique URL prompting recipients to go online, update their details and receive a £5 coupon to use in-store.

Jonathan Goodman, Managing Director LIDA:

The Handcrafted campaign is IKEA through and through. It engages their customers by showing them appreciation and the message is delivered with craft and care. It was a pleasure to be given the brief to ‘send an email without an email address’ and to be given the freedom to create a something that will  demonstrate both the effectiveness of high value DM, as well as the relevance of email communications.

Danielle McManus, IKEA Family Leader IKEA, leader of the loyalty program, added:

We are really excited to launch the Handcrafted campaign with LIDA, as it allows us to create a keepsake for some of our most valued customers, while providing us with the opportunity to maintain a relationship with them via relevant email communications. LIDA’s heritage and our long standing relationship with them, meant that when we gave them the brief, we knew they would deliver.

The campaign will be sent to IKEA Family members during October




  • Agency contact: Zoe Mitchell, New Business Manager
  • Client name: Danielle McManus, IKEA Family Lead – Marketing & Communications
  • Copywriter: Dan Wright
  • Art director: Andy Preston
  • Creative Director: Vaughan Townsend
  • Executive Creative Director: Nicky Bullard
  • Planner/CSU Director: Mily Williamson
  • Designer*: Mirjami Qin, Dan French