Five Minutes to Feel Better

What IKEA’s micro-upgrades, TikTok Search Ads and TV-first retail media teach us about tiny changes with outsized impact.

Author

Javier García
November 25, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

IKEA – “The 5-Minute Home Upgrade” (2025 Global Micro-Makeover Campaign)

IKEA’s “The 5-Minute Home Upgrade” focuses on the tiny improvements that make a home feel better. The ad follows different people making quick changes before guests arrive or before starting their day: flipping a rug, adding a lamp, reorganising a shelf, swapping cushion covers. Each scene lasts exactly five minutes in real time, shown through a simple timer on the corner of the screen. The film ends with: “Small changes. Big feeling.”

Key marketing lessons

• Make improvement achievable: By focusing on five-minute changes, IKEA lowers the barrier to upgrading a space—no renovations, no intimidation.
• Demonstrate value through behaviour: Instead of showcasing products one by one, the ad illustrates how they transform mood and functionality.
• Time as a storytelling mechanic: The on-screen timer adds rhythm and gives the message a clear structure without any heavy voiceover.
• Everyday realism builds trust: The ad shows authentic homes—clutter, mismatched items, lived-in imperfections—making the improvements feel relatable.
• Empowerment over aspiration: Instead of promoting a perfect home, IKEA encourages people to make their home feel better with small steps.

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Weekly Tip

Use Present Tense for Impact

Writing in the present tense makes your message feel immediate and alive. It draws readers in faster.

• Replace “you will see” with “you see”
• Use active verbs to create energy
• Keep sentences direct and grounded in the now

Present tense adds momentum—and momentum keeps readers engaged.

Weekly Challenge

Three-Question Story

This week, use Stories to understand your audience better:

• Post three questions in a single Story sequence—one about habits, one about preferences, one about struggles
• Keep them easy to answer with question or poll stickers
• Share a summary the next day to show you listened
• Use the answers to inspire at least one new piece of content

Curiosity-driven Stories deepen engagement and reveal what your followers truly need.

Submissions + Feedback

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