To promote sustainability, IKEA offered ‘BuyBack Black Friday’ to customers in a select 27 countries. Old IKEA furniture was bought back for up to 50 percent of its original price and then resold as second-hand furniture, donated, or recycled.
With its unexpected wording, we found it hard to resist clicking on this banner (the competing content has been grayed out slightly). And the conversational tone of the ad’s landing page does a great job of paying off on the headline and discussing a somewhat uncomfortable topic. To create a sense of urgency, the wording […]