IKEA debuts a digital card game on Instagram Stories that aims to spark dialogue about equality, especially when it comes to the “chore gap“.
Women globally do three times more work in the home than men, states Swedish campaign spokesperson and singer Zara Larrson. Since the pandemic, inequality in the home has increased even more. That in mind, IKEA’s new 3D card game, Fifty Fifty poses questions surrounding household work meant to spark conversation between couples, flatmates, and co-workers in a positive, gamified way. Users can click through IKEA’s highlight dedicated to the game on its Instagram page, which has 173,000 followers. Questions include “What’s your worst home habit?” and “Do you do any household work that goes unnoticed?” amidst mini polls and mood checks that utilize Instagram’s many interactive Story features.
The initiative introduces a creative way to use Instagram Stories that doesn’t involve direct product promotion, but instead invites consumers into a conversation that is still authentic to the IKEA brand, which touts the taglines “Creating a better everyday life for people.” and ‘The wonderful everyday.” Hence, Fifty Fifty’s focus on the importance of equality when it comes to everyday, often overlooked tasks that women complete on a regular basis, often without complaint. While the mission is admirable and important, especially as Gen Z consumers purchase more from brands that take social responsibility than brands that don’t, IKEA might consider better promoting Fifty Fifty on its USA page, which boasts a whopping 2.3 million followers. So far, there’s only one feed post on the page about the campaign. IKEA experienced a digital lag, especially when it came to e-commerce at the start of the pandemic according to Gartner’s Digital IQ Index: Big Box. Now, as the crisis reaches a potential close, it should prioritize larger audiences to in turn, grow smaller ones, while still upholding its commitments to social issues.