‘Presenting to IKEA gave me confidence as a communication professional’

Lieke Faber is nearing the end of her first year in the Master’s International Communication. During her first year, she worked on a Corporate Communication project for IKEA.

‘One of the highlights of the Master International Communication was working on a real-life project for IKEA during the very first block of the programme. Together with my team, I worked as a corporate communication consultant on the question of how IKEA could better communicate its circular initiatives to different audiences across Europe. Our focus was the French market.’

From research to strategy

‘We started by researching IKEA’s existing communication strategy in France, while also exploring French cultural values, consumer behaviour and sustainability trends. These insights formed the foundation for the creative phase of the project.

Based on our research and the theories discussed during lectures, we developed several campaign concepts. Through brainstorming sessions, feedback from lecturers and meetings with our coach, we refined our ideas into one clear strategy. Our final concept connected IKEA’s circular ambitions with French cultural values through the slogan: “Your furniture deserves a love story too.”

Presenting to communication professionals

‘We translated this idea into a complete communication strategy, including the target audience, messaging and implementation plan. Out of all the student teams, our project was selected to be presented to a panel of communication professionals and IKEA representatives. Receiving such positive feedback and hearing that our concept was chosen as the best by the panel was incredibly rewarding.’

Learning through practice

‘This project gave me valuable insight into how communication professionals work in practice. It strengthened my research, strategic thinking and presentation skills, and gave me confidence in my future career in international communication.’