Reaching a new audience on IKEA Australia’s TikTok with an original meatball-themed competitive content series.
Welcome to Meatballs At Mine - a TikTok-first branded content series where couples compete to host an evening with the best meatball meal mixed with a little mayhem and minor meltdowns.
To showcase IKEA’s role in culture and in the home (or *cough* the showroom), we playfully positioned IKEA and its thoughtfully designed sets in daily life to a fresh audience through the beloved format of a snackable episodic mockumentary series.
With ingredients from Havas, Mindshare and TikTok, and with the help of iconic Aussie content creators we presented the brand in a modern social-first format, with a satirical twist.
And the many couldn’t get enough. Our bite-sized content reached a new audience who ate-up our entertaining minisodes. Mm, yum. Proving that TikTok is a comfy home for IKEA... and that meatballs always bring people together in the end.
Production: Austin Studio
Director: Alex Feggans
Ep 1: Nick & Tilly
Meatball pizza and connect 4 mind games. The series begins with a bang and some drama right off the bat. No need for icebreakers, these competitive duos mean business.
Ep 2: Ginger & Carman
Medieval meatballs and an IKEA fashion show. A match made in… the warehouse. Watch to see the catwalk get a little catty as the contestants loosen up even more with their frenemies.
Ep 3: Brad & Khanh
The season finale. Banh Meatballs® and a questionable game of What’s In The Box. Who is going to take out the coveted inaugural Meatballs At Mine trophy?