2016-2017戛纳狮 - 促销类 -D05组 铜奖 2016-2017戛纳狮 - 公关类 -C05组 铜奖   宜家的蓝色塑料袋竟然掀起了一股时尚潮流， 很多时尚品牌推出类似新品。 IKEA RESPONDS TO BALENCIAGA IKEA | ACNE | 2017Promo And Activation - D05 Real-time Response Campaign Description IKEA’s blue plastic bag, FRAKTA is used by millions of people and part of popular culture. A statement demonstrated when social media drew attention to big similarities between it and the one from Balenciaga. We decided to flirt back with an instant response to the discussion taking place online. Playing the role of original designer and innovator of big blue totes, we released a guide on how to identify an original FRAKTA bag and jumped right into the conversation.   Outcome Unique media impressions: 165 055 907. Earned media: $6 136 964. Interactions: 2 025 139. Media budget: 0. The IKEA-Balenciaga-Handbag became a twitter phenomenon: 97% of the whole buzz happened on Twitter, mostly by retweets.Highlights:A post from PILASACI, “IKEA respond to Balenciaga‘s $2,145 rendition of their $0.90 Frakta Bag”, reaches more than 24k retweets.A selection of news articles that were shared in social media (total shares): adweek (88.7k), boredpanda (86,6k), dailybest.it (58,7k), demotivateur.fr (33,1k), Mashable (35,6k)The post was picked up by a wide range of different media:Vogue, The Guardian, NY Times, Fast Company, The Independent, High Snobiety, most viewed article on Dazed, Adweek, Mashable, Pick Of The Day Creativity, Creative Review, Huffington, Grazia, Harpers Bazaar, Hypebeast, Teen Vogue, Architectural digest, Fortune, Elle, Marie Claire, iD, Daily Mail & Trendhunter.938 million twitter impressions   Relevancy Our Frakta bag might seem like an unexpected product to talk about, but is actually one of the most iconic ones in terms of recognition, and people were promoting it without