Canadians love IKEA in their university years, but they tend to outgrow the brand eventually. To bring back lapsed users, IKEA showed off its range of quality products in a TV series called The Search for Canada’s Next Designer. The team cast interior designers who regularly incorporate IKEA products in their clients’ homes, and created a show that saw them compete in challenges using only the retailer’s goods. Each episode highlighted innovative solutions that catered to a maturing target’s needs. The team worked with Bell Media to create digital and social content that extended beyond each week’s episode. The series, with over 30 hours of nationally broadcast branded content, led to a double digital sales increase for the brand.