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Case Study: How IKEA Builds Video Content Using the STDC Model

What is an STDC model and how IKEA was able to build a successful YouTube strategy around this framework? Detailed explanation in this post 👇🏼

IKEA’s YouTube channel is a terrific example that showcases how the brand provides different types of videos to meet its customers’ intent at each stage using See-Think-Do-Care Framework (STDC) - a practical and empowering tool that helps you assess how to communicate with your target customer in this digital culture.

How IKEA's uses the See-Think-Do-Care Framework

To demonstrate how STDC can help you effectively plan your YouTube content, let’s explore IKEA’s YouTube marketing strategy. If you want to dive deeper into video marketing, check out our blog post about multi-language channel setup here.


IKEA STCD. See stage

IKEA creates inspirational videos which are high quality and brief to attract audiences’ attention. These videos offer innovative ideas and visual aesthetics which entice the customers to consider IKEA for their future home improvement projects.Video examples:


IKEA offers tips and advice on various home makeovers to their YouTube subscribers.

IKEA STCD. Think stage

Covering topics from planning to execution, these videos give practical steps to problem-solve the challenges customers may face while addressing specific concerns and attending to their everyday needs.Video examples:


In this stage, the audience is ready to try IKEA’s tips.

IKEA STCD. Do stage

The videos are presented in a series, providing CTAs and advice for each step of implementation.The CTAs direct the customers to visit IKEA’s website for an actual purchasing experience.Video examples:


With a retention mindset, IKEA has videos that provide product education and instruction manuals to help customers assemble or care for purchased products.

IKEA STCD. Care stage

With more detail-oriented advice videos, IKEA keeps repeat customers informed about updating and upgrading their purchased products even further.Video examples:


IKEA's video marketing strategy covers all the points of the STDC model. Here is a quick recap of what content IKEA is producing for each stage of the funnel:

  • SEE - inspirational videos
  • THINK - tips and advice videos
  • DO - help series with a purchase CTA
  • CARE - product education videos

Do you use the STDC framework? Let me know in the comments down below. 👇🏼If you want to learn more about video marketing strategy, make sure to download our free YouTube marketing guide for business.

The 6-Step Guide to YouTube Content Strategy

How to build relevant video content for every business
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