Ikea created a ‘Pet Shopping Network’ for a TikTok livestream

Ikea has a new line of pet products called UTSÅDD. And what better way to promote them than having the pets test them out—for a TikTok livestream? It’s all happening this Thursday in an Ikea U.K. campaign devised by Mother London. The so-called Pet Shopping Network will show cats and dogs demonstrating the new products, while the human audience at home interacts with the broadcast—e.g., voting to see puppies or kittens sitting in a UTSÅDD pet bed. The UTSÅDD collection was developed with input from veterinarians, pet product experts and “an excitable panel of cats and dogs,” Ikea said. The 29-piece range focuses on the four most common cat and dog activities in the home—eating, sleeping, playing and hiding. “You know, pets are so much more than just pets. They’re one of the family,” said Kemi Anthony, Marketing Communications Manager of Ikea. “At Ikea, we get that. That’s why we’re excited to offer furniture that’s designed just for them, to cater to their unique needs and still looks good. And we’ve found an entertaining way to bring this campaign to life.” “In classic teleshopping style, there is no better person to talk about a product than those who will be using it,” said Nick Hallbery, executive creative director at Mother. “With the Pet Shopping Network, we’ve got part customer research and part entertainment, in one package. Our aim is to help the four-legged members of every household feel as at home as their human companions, with a dedicated collection that’s just for them. Sorry, humans.” The campaign also includes in-store activities and a PR campaign led by Hope&Glory launching next week and focused on the importance of helping animals find their forever homes. Popular Creativity stories from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Ikea created a ‘Pet Shopping Network’ for a TikTok livestream

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