The song “Feels Just Like a Holiday” is dedicated to meeting friends and relatives.
IKEA has released an original Christmas music track exclusively for its TikTok page. The anthem was called "Feels Just Like a Holiday" - in the company it was dedicated to the meetings of friends and relatives who did not have the opportunity to get together last year.
The song is dedicated to the warm and cozy feelings that often arise when people get together for the holidays. However, the composition also included a reference to “IKEA candles”. The theme itself is part of a broader "Masters of the House" promotional campaign, which includes a series of videos for viewing on smartphones. The campaign for the Swedish brand is led by mobile content creator Group Nine Media and creative agency Song Candy.
The holiday anthem was created after a study found that two-thirds of TikTok users prefer videos from brands with an original sound.
“We expect that this year's holidays will be very different from last year's. People are likely to gather in smaller groups, but consumer indicators right now show that this year it is convenient for people to gather together, unlike last holiday, ”commented the US office of IKEA.
With the launch of the new holiday anthem, IKEA has joined a large group of global brands that have adopted music branding strategies to appeal to Gen Z consumers, including Procter & Gamble's Lexus, Oreo, and Febreze.
In addition to the original song, the project will also feature a collection of social media stories and a special video series co-branded by IKEA and Group Nine's lifestyle site Thrillist. Tailored for social media, the show will feature expert advice on topics ranging from holiday decor and how to roast a turkey to hugging other people again.
In addition to social media, the IKEA website also showcases special holiday episodes and links to an online catalog so viewers inspired by the show can browse the products on display.
