IKEA’s ‘Design Your Sleep While You Sleep’ Campaign Uses Data to Personalise Your Rest

IKEA is inviting people to design their perfect sleep while they are sleeping, thanks to the new data-driven “Design Your Sleep While You Sleep” creative commerce campaign from MRM Madrid.

Through a collaboration with ShutEye, a leading sleep monitoring app, IKEA Family subscribers in Spain can now opt into a new experience that will analyse their unique sleep patterns to generate bedroom product recommendations that can help them have a healthier night’s sleep.

This shoppable sleep integration invites users to a free 7-day trial of the ShutEye app, which collects data during their sleeping hours to generate personalised product recommendations. The app will note activity like snoring, background noise, moving during sleep, and more as key touchpoints for analysis and eventual product pairings ranging from duvet covers to smart lighting – all designed for a more comfortable rest than a user's baseline. For example, if the app detects difficulty in achieving deep sleep, IKEA might recommend an ergonomic pillow, and a duvet designed to maintain proper head alignment and optimal body temperature. As another example, if the app detects that noise in the environment is making it difficult to rest and achieve sleep cycles, it may suggest noise-blocking curtains and a smart lighting system to help with relaxation before going to bed.

The campaign is underpinned by an integrated CRM strategy that utilises data to design a custom, practical, and affordable path to better sleep with actionable recommendations. Users who are part of the IKEA Family loyalty program will also receive exclusive and personalised offers.

With this action, IKEA is taking a further step to consolidate its position as a “sleep experts”. This year, the Swedish company has placed its commercial focus on facilitating affordable rest for the many. Guided by its vision to enhance the quality of life for the majority of people, IKEA has identified its “6 sleep essentials that contribute to a happy, healthy and revitalising sleep”: comfort, light, temperature, sound, air quality and tidiness. In addition, its ‘Let Yourself Rest’ campaign emphasises the importance of sleep quality and how, through IKEA's affordable products, this ‘good rest’ can be achieved.