There’s Always Room

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

IKEA – “The Last Chair” (2025 Global Campaign)

IKEA’s “The Last Chair” is built around a familiar, slightly uncomfortable moment: arriving late and not knowing where to sit. The ad shows different gatherings already in progress. A family dinner. A student house party. A team meeting running long. In each scene, one chair is missing. Someone quietly stands up, grabs a chair from another room, and joins in. No one comments. Life continues. The line appears at the end: “There’s always room.”

Key marketing lessons

• Focus on social truth
IKEA taps into a real, universal behaviour that instantly feels familiar.

• Furniture as facilitator, not hero
The chair isn’t special. Its value comes from what it allows: inclusion.

• Emotion through understatement
No jokes, no big reveal. The message lands because it feels observed, not constructed.

• Human-centred brand role
IKEA positions itself as the brand that adapts to people, not the other way around.

• Everyday moments scale globally
The insight works across cultures because belonging looks the same everywhere.

A reminder that the strongest product stories aren’t about design or price. They’re about the moments products quietly make possible.

Latest Trends and News

Google Tests AI-Driven Creative Sequencing
Google is experimenting with ad sequencing managed by AI, showing different creatives to users based on where they are in the decision journey. Messaging now evolves automatically from awareness to conversion.

Meta Expands Advantage+ to Cross-Border Sales
Meta is piloting Advantage+ campaigns optimised for cross-border e-commerce, handling localisation, audience expansion, and delivery across multiple countries with minimal setup.

Zara Experiments with Live Shopping Drops
Zara is testing short live shopping sessions promoted through its app and social channels. The format blends urgency, limited stock, and real-time interaction to drive faster purchase decisions.

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Weekly Tip

Choose One Lens

The same idea can mean different things depending on how it’s viewed. Pick one lens and stick to it.

• Decide if you’re framing the idea as efficiency, growth, risk, or insight
• Filter examples and language through that lens
• Avoid switching perspectives mid-message

A single lens creates coherence. When everything is seen through it, the message feels sharper and more intentional.

Weekly Challenge

Comment Trigger Test

This week, learn what actually makes people reply:

• Create one post that includes a very specific choice question (this or that, agree or disagree, option A or B)
• Keep the caption short and focused on that single decision
• Reply to the first 5 comments to keep momentum
• After 48 hours, review comment count and comment quality

Specific choices lower the effort to respond and often unlock more meaningful conversations.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.