IKEA’s Holiday Campaign Includes An Original Song and a Hosting Challenge

published Nov 13, 2021
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IKEA U.S. has joined forces with Group Nine and Song Candy for its 2021 holiday campaign, launching a hosting challenge along with a super catchy original song.

“Host Masters” is a brand new video series that will be running across Group Nine digital properties, including Thrillist and PopSugar. Hosted by comedian Preacher Lawson, three ten-minute videos will see some friendly competition among design amateurs who want to prove that they’re the best holiday host, which includes picking out seasonal IKEA pieces to spruce up their entertaining space.

In the first episode, which is available to view via the IKEA U.S. website, two amateur designers have to pull off a Friendsgiving celebration in a small space.

In addition to the “Host Masters” series, IKEA U.S. has also unveiled an original song, titled “Feels Just Like a Holiday”, that’s full of festive cheer.

“Our team at IKEA is so thrilled to partner with Group Nine and Song Candy to bring this new song ‘Feels Just Like a Holiday’ to life this holiday season”, says Christine Whitehawk, IKEA U.S. Marketing Communications Manager. “Music brings people together and we can’t wait to be a part of our customers’ warm and welcoming homes during the holidays.”

The anthem depicts a cozy holiday season spent with family and friends, something that many people are looking forward to after nearly two years of mainly virtual interactions. The song is played frequently throughout the “Host Masters” series, and features upbeat and inspiring lyrics: “I can’t wait to curl up in the glow / Of those candles from IKEA / With the ones that mean the most to me,”

“Feels Just Like a Holiday” is available to listen to across social media platforms, as well as for use in creative content across TikTok and Instagram.

“As the most-engaging media portfolio in the U.S., Group Nine is an expert at storytelling on the platforms where young people spend their time,” said Group Nine CRO Geoff Schiller. “Innovative brand partners like IKEA understand that in order to reach the next generation of consumers, they need to create branded content that both entertains and provides value. Our new music offering with Song Candy does exactly that in addition to extending advertisers’ messaging across TikTok, IGTV, Spotify, and beyond.”