Estefania López 

Strategy Director  | Brand & Comms


Work

  1. Wells Fargo. Money Logic
  2. Carnival. Find your Fun Again
  3. Ikea. Chaos ends at home
  4. Exito. The City of Disadvantage
  5. Tecate. The Handbook for Real Men


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IKEA →
Chaos ends at home


Goal. Introduce IKEA in Colombia, building awareness in a market where only 2% of people know the brand.
Brand Strategy. In a chaotic world, IKEA turns home into the place where life slows down.

Comms and Audience Strategy. Show up in the moments and places where chaos is most felt, letting people experience how IKEA brings calm, comfort, and control to everyday life. 

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Brand Act. Make an unmissable introduction by placing IKEA comfort directly inside the chaos of the city.
Street Activations - OOH.
Awareness. Build recognition through insight-driven ads inspired by daily city life, demonstrating how IKEA helps make it better.
OOH - Digital - Social.
Consideration. Demonstrate how IKEA’s smart, affordable design helps people reclaim peace at the start and end of their day.
Digital - Social - Contextual Ads.
Evergreen content. Stay top of mind by showing up where daily stress peaks, transforming familiar pain points into moments of relief and connection.
Social

Go-To-Market Plan. The launch immerses IKEA into everyday Colombian life, meeting people in the middle of urban chaos and guiding them toward home as a calm, safe destination.

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Ignition. Disrupt the city with unexpected IKEA experiences.
Momentum. Build recognition by repeating moments of calm and insight-driven messaging across high-traffic chaos zones.
Action. Drive store visits and consideration by proving IKEA understands—and improves—daily life.
Relief. Own the idea that chaos ends at home.
Role.
Led Brand Strategy, Comms and Audience Strategy, Go-To-Market Plan and IAT integration. Informed Media and Investment Strategy.



Context: In Bogotá, there are no seasons, so the weather is always changing in one day—rain, sun, repeat.
Translation: For a weather that’s on, off, on, off—your jacket’s new best friend. The Bogotan Hook comes with three hangers and in trhee different colors. Soon designs that make your day better.



Context: In Bogotá, commutes mean spending 1.5 to 2 hours standing in crowded TransMilenio, the city’s transportation system, only to give up your seat when you finally get one.
Translation: No need to give this one up—finally, a seat that’s yours. After transmilenio couch. Turquoise three-seat sofa. Soon designs that make your day better.



Context_In Bogotá, temperatures drop to 5°C to 7°C during the cooler months (December to February) and the rainy season (April to November), specially in the early mornings and late nights.
Translation_For this weather that has you raiding the whole wardrobe. Bogotan-Starter Closet. White three-door. Soon designs that make your day better.



Context_In Bogotá, distances and commutes can be so long—sometimes up to 2 hours—that it feels like Bogotá is two hours away from itself. Translation_ Wake up 2 hours earlier, because Bogotá is 2 hours from Bogotá. The Bogotá Wake-Up Call. Digital clock. Soon designs that make your day better.


Context_In Bogotá, it’s rain, rinse, repeat—rainy season lasts from April to November, so locals are always in need of a good towel.
Translation_You got soaked, showered, and dried off—because that’s just Bogotá. City Hustle towel Extra-Absorbent for the city. Soon designs that make your day better.