Ikea
For nearly three years,
I had the joy (and the chaos) of leading the team behind one of the most beloved brands on social media in Italy: IKEA.
Our mission wasn’t just to post furniture — it was to spark emotion, start conversations, and make people feel at home, even while scrolling.
We turned product launches into storytelling moments.
Sales into social experiments.
And you’ll see:
we made people fall asleep on purpose with Instagram Stories.
“Can I help?” is a phrase that is often said
when it comes to home care and cleaning taking
for granted that household chores are someone else’s responsibility.
A responsibility that, still, is attributed to women
in 74% of households.
For this reason, on the occasion of International Women’s Day, we wrote an open letter to Treccani,
the most important dictionary in Italy,
to give this expression a new definition.
Because of cyberbullying, home is no longer a safe place. On February 7, Italia´s National Day Against Cyberbullying, we hacked Ikea´s Instagram channel
by applying the Graphic Contet Filter to Ikea
teenagers rooms.
"hhsdjh" was a text accidentally published on Ikea’s profile. Within minutes, it went viral. We turned that mistake into a limited-edition product line that sold out in under 24 hours.
“Do it at your home.”
In Italy, this phrase is often used as a homophobic
slur — a way of telling LGBTI+ people that their love doesn't belong in public spaces. That their affection is something to be hidden, confined, erased.
So we decided to reclaim it.
To turn an insult into an invitation.
An invitation to feel at home — everywhere.
“Do it at your home. Because home is wherever you are.”
On the International Day Against Homophobia, we brought nine LGBTI+ people back to the exact places where they were once told to hide. This time, they embraced, kissed, held hands — openly and proudly.
Because even there, especially there, they deserve to feel at home.
Then we asked everyone to join us.
To show love, anywhere and everywhere.
Thousands answered.
And just like that, “do it at your home”
became something beautiful.
A declaration of freedom.
A celebration of love that knows no boundaries.
Some people suffer from a lack of space.
Others live with someone who creates it.
To promote IKEA’s range of storage and organizing solutions, we looked at the daily struggle of a well-known group: fashion victims. But soon,
we discovered an even more dramatic reality — the people who live with them.
Their partners.
The true, silent sufferers of overflowing closets,
shoes in the shower, and handbags in the fridge.
So, we decided to help.
Not just the fashion victims,
but the victims of fashion victims.
With IKEA’s smart solutions and a little expertise,
we helped reclaim homes — shelf by shelf,
drawer by drawer.
And we went further:
we launched the IKEA Helpline — a free Messenger service where anyone could report their “domestic fashion dramas” and get personalized solutions
to recover their space (and sanity).
Every day, we shared tips, hacks, and ideas to make even the tiniest corner work harder.
And yes — we gave special attention to those who needed it most:
the long-suffering partners of fashion bloggers.
Because behind every great outfit there’s a partner sleeping next to a pile of shoes.
We all know it: staring at our phones before bed is ruining our sleep.
And yet… we scroll. We like. We refresh.
Because checking social media has quietly become
our favorite bedtime ritual.
So, we didn’t try to fight it.
We embraced it — and reimagined it.
To help people reclaim their rest, we turned the very thing that keeps them awake into something that puts them to sleep.
We transformed Instagram into a tool for better sleep.
By day, we filled feeds with inspiration from IKEA’s bedroom collection — cozy solutions designed to help people rest better.
By night, we did something radical: we dimmed
the lights. We switched off our posts,
fighting the harmful effects of blue light,
and made room for calm.
And for those still awake, still scrolling…
We created a series of 16-minute ASMR Instagram Stories — soft, soothing, sleep-inducing.
People started getting sleepy.
Not because they were bored…
But because we made rest irresistible.
One swipe at a time, we helped them do
what they’d forgotten how to do:
Disconnect. Unwind. Drift off.