IKEA does it again with cheeky swipe at stolen bench drama Singapore - Heard about the man who stole a bench from the bus-stop to decorate his house? Well, IKEA surely did. The incident, which occurred in June last year, has seen the accused sentenced to a sevenday detention after a court hearing recently. In line with the news, IKEA Singapore decided to turn it around posted a cheeky post on its Facebook page. The caption said, "Bring home a way more affordable bench from our store (not the bus stop)". The post has since garnered over 1,500 likes, 767 shares and 71 comments at the time of writing. IKEA's post was met with positive response from netizens, most of whom praised the retailer's marketing move. One of the netizens commented that IKEA could have named the bench "BASSTORP", to which IKEA responded with a link to its other bench called "MOSTORP". Other occasions where the brand got witty included a recent swipe at the viral video online surrounding a sales lady promoting and demonstrating a top in a hilarious way. In a Facebook post, IKEA posted its "S" hook with a caption that said, "For you to 'hoot' anything you like". Adapted from Farzanah Farveen. Retrieved on October 25, 2018 from https://www. marketing-interactive.com/ikea-does-it-again-with-cheeky-swipe-at-stolen-bench-dra ma/

Question:

According to the case study, it was reported that the Facebook post garnered over 1,500 likes, 767 shares and 71 comments. Examine how IKEA can evaluate the effectiveness of their content-marketing strategy on Facebook. Develop an objective, the outcome of that objective, and three (3) key performance indicators suited to assess the success of their strategy. NOTE: Discuss KPIs that are specific to evaluating social and digital media in the context of this case study; "increase of sales" is not sufficient.

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