Following the launch of its new pet range, UTSÅDD, IKEA teamed up with Woodgreen Pets Charity on a heartwarming collaboration, creating an adorable ‘Cat-alogue’ and ‘Dog-alogue’ of pets looking for their forever homes.
Featuring paw-fect cats and dogs playing with the new IKEA pet furniture, the lookbooks highlight the importance of supporting pet charities, and the wonderful pets seeking a home.
With stats from Woodgreen revealing a 62% increase in abandoned pets as well a huge increase (253% year-on-year) in people looking to give up their pet due to financial reasons, last year alone, a total of 8,821 pets were helped through the charity’s service.
From 4-week-old kitten Moon to 4-year-old energetic Poodle Beagle cross Poppy, these su-paw-stars were just two of the 20 pets who put the UTSÅDD range to the test. Not only were they papped to feature in the lookbooks, but we also created some barking mad behind the scenes social content too.
As well as a monetary donation for those who are at Woodgreen, all furniture featured in the lookbook was donated to the rehoming centre for the pets to enjoy, giving them the best quality experience possible – and helping them rule the roost there as well.
We landed over 40 pieces of coverage for the campaign, including three hits on Dezeen, Wallpaper*, Design Taxi, a whole host of regional titles, and broadcast interviews to come.
The BTS social content has been seen over 120,000 views on Instagram, whilst 30 media and influencers received personalised drops including the lookbooks, and some of the products from the range for their very own pampered pets to enjoy.
