Tips to Win as a Brand (Case Studies: IKEA vs Muji in China)
Winning as a brand with online PR today requires a strategic blend of search engine visibility, paid advertising, and leveraging influential voices. Brands like IKEA and Muji have done an exceptional job of using digital tools to enhance their online presence and PR. Let's break down the best practices, using references from Baidu, Google, paid ads, and Key Opinion Leaders (KOLs), while looking at IKEA and Muji's strategies.
1. Search Engine Optimization (SEO): Baidu vs. Google
SEO is one of the cornerstones of online PR. Both Baidu (for China) and Google (for the rest of the world) are search engine giants, but they operate differently. Brands like IKEA and Muji need to adapt their SEO strategies for each market.
IKEA and Google (Global):
Keyword Strategy: IKEA targets global home decor-related searches such as "affordable furniture," "DIY home design," and "sustainable home décor." These long-tail keywords help IKEA appear in search results for users looking for practical furniture solutions.
Content Marketing: IKEA’s content is highly optimized for Google’s algorithm, producing blog posts, how-to guides, and tutorials around DIY home improvements, all of which rank well in search results. This content drives organic traffic and boosts brand visibility.
Example: If someone searches for “how to build a bookshelf,” IKEA’s guide on assembling their Billy bookshelf might appear at the top, bringing customers directly to their website.
Local SEO: IKEA tailors content and ads for specific countries, ensuring that local search terms and language are reflected in their SEO strategy. For example, in the U.S., they might target terms like “best budget sofas” while in the UK, they might focus on “home office furniture.”
Muji and Baidu (China):
Baidu’s Role: Muji’s success in China hinges on Baidu’s search algorithms. To reach Chinese consumers, they must ensure their content is highly localized for Baidu's ranking system, which differs significantly from Google’s.
Localized Content: Muji uses Baidu’s specific ranking criteria by crafting content that appeals to Chinese consumers. Their website and blog posts are in Chinese, optimized for Chinese search behavior.
Example: Searching for “minimalist furniture” on Baidu will bring up Muji as a top result due to their focus on simple, practical home goods.
Baidu Ads: Muji also uses paid search ads on Baidu, targeting Chinese consumers searching for keywords like "Japanese lifestyle" or "affordable minimalism." This is a crucial part of their strategy, especially in a market where organic SEO can be very competitive.
2. Paid Ads: Immediate Visibility vs. Long-Term Trust
Paid advertising (Google Ads, Baidu Ads) gives brands instant visibility, while influencer partnerships (KOLs) foster long-term trust and customer loyalty. Both are essential but serve different purposes in an online PR strategy.
IKEA’s Use of Paid Ads:
Google Ads: IKEA runs paid search ads through Google to target users searching for home goods and furniture. These ads appear at the top of search results for terms like "cheap home furniture" or "best couches." This drives traffic to their website and increases sales.
Targeted Facebook and Instagram Ads: IKEA also uses social media platforms for retargeting campaigns. For example, if someone browsed IKEA’s website but didn’t make a purchase, IKEA retargets them with ads highlighting the specific products they viewed.
Seasonal Campaigns: Paid advertising also plays a crucial role during major sales events like Black Friday or during product launches (e.g., new collaborations or collections). These ads are highly targeted and focus on specific promotions.
Muji’s Use of Paid Ads:
Baidu Ads: Muji uses Baidu for paid search to target Chinese consumers looking for lifestyle products. Their ads typically highlight minimalist furniture, Japanese-inspired designs, and high-quality, functional home goods.
WeChat and Weibo Ads: As part of their online PR strategy in China, Muji integrates paid ads on WeChat and Weibo, both of which are key platforms for advertising in the country. These platforms enable Muji to target users based on their interests and demographic data.
Example: Muji can run ads on WeChat showing off their latest range of eco-friendly home products to people who follow minimalism, sustainability, or lifestyle-related accounts.
3. Key Opinion Leaders (KOLs): Building Trust and Authenticity
While paid ads drive immediate visibility, Key Opinion Leaders (KOLs) in China (and Influencers globally) build deeper trust with audiences over time. IKEA and Muji have both effectively used KOLs to amplify their message and create a more personalized connection with consumers.
IKEA and Influencers:
Local Influencers for Product Launches: IKEA partners with home décor influencers across platforms like Instagram, YouTube, and Pinterest to showcase their furniture in real-life settings. These influencers provide inspiration and practical tips on how to use IKEA products in a stylish, functional way.
Example: IKEA collaborated with Swedish interior design influencer Frida Ramstedt, who created content around IKEA’s minimalist design principles. This helped IKEA tap into a design-conscious community that trusts her opinion.
Collaborations for Limited Edition Products: IKEA also works with high-profile designers and influencers for exclusive collections (e.g., IKEA x Virgil Abloh). These collaborations often generate buzz, with influencers and media outlets spreading the word through their own channels.
Muji and KOLs:
Lifestyle KOLs: Muji has worked extensively with KOLs in China who represent the brand’s values of simplicity, sustainability, and minimalist living. These influencers often share how Muji’s products help create peaceful, clutter-free spaces.
Example: Chinese influencer Diana, who is popular for her minimalist home décor videos, regularly features Muji products in her content. She shares how Muji’s storage solutions help maintain a clutter-free home, making her followers more likely to consider Muji for their own needs.
Weibo and WeChat KOLs: In China, Muji partners with KOLs on platforms like Weibo and WeChat to create sponsored posts and live-streamed shopping events. These collaborations are designed to showcase Muji’s products in real-life scenarios, whether it’s a minimalistic living room or a stylish yet functional office setup.
4. Case Studies: IKEA vs. Muji in Online PR
Case Study 1: IKEA
Global SEO and Content: IKEA’s SEO strategy across Google ensures they’re visible when customers search for terms related to home furniture and décor. Their blog content, assembly guides, and DIY tips increase their visibility in organic search, especially for keywords that target specific customer needs.
Paid Ads: IKEA uses Google Ads, Instagram Ads, and Facebook Ads to target specific buyer personas at various stages of the purchase funnel. For example, paid search ads for "buy affordable sofas" will capture customers who are ready to purchase.
KOL Campaigns: IKEA collaborates with interior designers and home décor influencers. These influencers show off their IKEA products and offer tips on how to incorporate them into a home. The authenticity of the influencers boosts IKEA’s credibility and relatability.
Case Study 2: Muji
Localized SEO and Content: Muji’s focus on Baidu SEO for the Chinese market is vital to its success in China. Their blog and website content cater to the minimalist lifestyle, ensuring they rank for terms like "minimalist furniture" and "Japanese home products."
Paid Ads on Baidu and WeChat: Muji uses Baidu Ads and WeChat Ads to target Chinese consumers based on their search behaviors and interests. They tailor their ads to highlight products that appeal to local tastes, such as Muji’s eco-friendly or space-saving furniture.
KOL Collaborations: Muji’s partnerships with Chinese KOLs allow them to create a strong emotional connection with consumers. These KOLs often showcase Muji’s products in real-life settings, positioning the brand as a go-to for practical, high-quality, minimalist products.
Conclusion: Winning with Online PR
To win with online PR as a brand, IKEA and Muji demonstrate that a successful strategy relies on a balanced use of SEO, paid ads, and KOLs/Influencers. Each of these strategies is a pillar in creating a comprehensive, impactful online presence. Here's how you can apply these principles:
1. SEO – Build Organic Visibility
For Google: The foundation of SEO lies in optimizing content to rank on search engines. Both IKEA and Muji have tailored their SEO strategies to target relevant, high-traffic keywords in their respective markets. This helps them to be discovered when customers search for home goods, décor, or minimalist lifestyle tips.
For Baidu: In China, Muji has focused its SEO strategy on Baidu, the dominant search engine, ensuring it ranks highly for local keywords that resonate with Chinese consumers. Optimizing content for local platforms like Baidu and WeChat is essential for brands aiming at Asian markets.
Learn More about SEO for Google: Google SEO Best Practices
Learn More about SEO for Baidu: Baidu SEO Guide
2. Paid Ads – Immediate Reach and Conversion
Google Ads: Paid search ads are great for targeting specific, high-conversion keywords. IKEA uses Google Ads to ensure that when customers are actively searching for specific furniture or home décor products, they find IKEA’s offerings first.
Baidu Ads: Muji uses Baidu Ads to reach Chinese consumers searching for minimalistic, quality home products. Baidu’s ad system offers a direct path to reach a highly targeted audience, especially in China.
Google Ads Guide: Google Ads Help Center
Baidu Ads Guide: Baidu Ads for Businesses
3. KOLs/Influencers – Building Trust and Long-Term Loyalty
IKEA: By partnering with home décor influencers and designers, IKEA ensures that its products are seen in real, lived-in settings. Influencers often showcase how IKEA products fit into various lifestyles, boosting brand relatability and trust.
Muji: Muji’s use of KOLs in China has been essential in building brand credibility and tapping into the power of word-of-mouth marketing. Chinese KOLs on platforms like WeChat and Weibo give Muji a highly effective way to speak to the local market.
Learn About KOLs and Influencer Marketing: What are KOLs?
Influencer Marketing Hub: Influencer Marketing Overview
By mastering the combination of these tactics—SEO for organic discovery, paid ads for quick visibility, and KOLs/Influencers for long-term relationship-building—brands can create a robust online presence that drives both immediate sales and sustained brand loyalty. Following the examples of IKEA and Muji, companies can tailor their strategies to local markets, ensuring their message resonates and amplifies across digital platforms.