For this section of the touchpoint journey, I go in-depth about IKEA competitors and explain how they effectively bring awareness to their products.

Through my research, I found that Facebook, Instagram and TikTok would be key platforms for advertising and reaching IKEA's target audience, millennials. 84% of millennials currently use Facebook, and 67% use Instagram. TikTok is an underdog when it comes to advertising. I think it would be great place for IKEA to advertise since it has an audience of over 26.5 million in the US alone. It is also the 6th largest social media platform in the world. TikTok also is not as crowded with other competitors like on Instagram and Facebook.

I also discuss which platforms might be best for IKEA to advertise with and why.

Instagram Advertising stats:

• Massive community of millennials (IKEA's target demographic)
• Instagram ads are not intrusive. They look the same as regular posts.
• over 250 million daily users
• Users are 2.4x likely to click an ad on Instagram than any other platform and more likely to remember it.

Facebook Advertising stats:

• 2.45 billion monthly active users
• accounts for 18.4% of global digital marketing spend
• Useful Analytics
• Targeted Audience
• Inexpensive

TikTok Advertising stats:

• 800 million monthly active users surpassing LinkedIn, Reddit, Snapchat, Twitter, and Pinterest.
• available in more than 150 countries for a diverse audience
• 59% of users are 25+
• Relatable, fun, content

Here are initial sketches I made for each platform: