During the 2020 lockdown, IKEA shared instructions for building “forts”
Title: How IKEA Turned Lockdown Boredom Into Creativity with DIY Fort Building Instructions
Meta Description: Discover how IKEA’s playful 2020 “fort-building” instructions captured global attention during lockdowns, transforming living rooms into imaginative escape pods.
Amid the uncertainty and isolation of the 2020 COVID-19 lockdowns, IKEA leveraged nostalgia and creativity to lift spirits—by releasing free, whimsical instructions for building towering blanket forts using their furniture. What began as a simple social media post became a viral phenomenon, turning homes into playgrounds and reinforcing the brand’s reputation for resourceful, family-friendly fun.
The Campaign: #StayHome and Fortify Your Space
In April 2020, as billions adapted to life indoors, IKEA UAE, Israel, and Saudi Arabia published downloadable “fort-building manuals” on their regional social media accounts. The playful blueprints, modeled after the brand’s iconic assembly guides, featured creative setups using IKEA staples like the KLIPPAN sofa, MAMMUT children’s furniture, and bedsheets for ceilings.
The instructions ranged from straightforward “cozy caves” to elaborate castles with pillow moats and fairy-light accents. Each guide encouraged families to repurpose furniture, blankets, and clothespins – items already at home – to create safe, screen-free zones for kids (and playful adults).
Why It Struck a Chord
- Nostalgia Meets Practicality: Building forts is a universal childhood memory. IKEA cleverly tapped into this shared experience, offering a low-cost way to combat lockdown monotony.
- Family Bonding: With schools closed and parents juggling work/kids, the forts provided a collaborative project that fostered creativity and quality time.
- Brand Alignment: IKEA’s “democratic design” ethos—affordable, functional, and playful—shone through, proving innovation doesn’t require new products.
Fan Creativity & Global Reach
Though initially shared in Middle Eastern markets, the guides went global as users worldwide adapted them. Social media exploded with #IKEAForts, showing off designs in living rooms, bedrooms, and even balconies.
- UGC Goldmine: Parents posted photos of pillow fort “offices,” while couples built cozy date-night nooks.
- Media Boom: News outlets like The Guardian, Mashable, and Good News Network amplified the story, praising IKEA’s empathy amid crisis.
- Community Building: Online groups formed to share hacks, like using IVAR shelves as fort frames or STRÅLA string lights for ambiance.
Marketing Genius Behind the Campaign
IKEA’s forts weren’t just whimsy—they were strategic:
- Zero-Cost Engagement: Repurposing existing digital assets (like assembly-guide templates) kept production simple.
- Timely Relevance: Addressing the need for indoor joy positioned IKEA as a compassionate brand.
- Indirect Sales Boost: While not explicitly promotional, the campaign drove traffic to IKEA’s website, where users browsed products like cushions, sheets, and rugs for their builds.
Lessons for Marketers
IKEA’s lockdown fort phenomenon offers key takeaways:
- Solve Problems Playfully: Address real needs (boredom, stress) with joy, not just products.
- Leverage User-Generated Content: Empower audiences to share their stories—it builds community and trust.
- Stay True to Your Brand Voice: IKEA’s quirky, helpful persona made the campaign feel authentic.
Final Thoughts
IKEA’s fort-building instructions became more than a DIY trend—they symbolized resilience and imagination during a dark time. For brands, it’s a reminder that empathy and creativity, not just commerce, forge lasting connections.
Keywords: IKEA fort-building instructions 2020 lockdown, DIY home forts, IKEA StayAtHome campaign, family activities during quarantine, creative uses of IKEA furniture, pandemic marketing case studies.
Want to recreate the magic? IKEA’s fort guides are still available online—search “IKEA fort manual PDF” and let your inner child (or your kids) take the lead!
