{"id":16997,"date":"2025-11-26T11:03:40","date_gmt":"2025-11-26T11:03:40","guid":{"rendered":"https:\/\/codewebbarcelona.com\/campana-comunicacion-la-semana-integrated-to-win-ikea-china-tmall\/"},"modified":"2026-04-20T17:49:32","modified_gmt":"2026-04-20T17:49:32","slug":"campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/","title":{"rendered":"Campanya de comunicaci\u00f3 de la setmana: Integrated to Win \u2013 IKEA Xina a Tmall"},"content":{"rendered":"<h2>Integrated to Win: la campanya omnicanal d\u2019IKEA Xina a Tmall que fixa un nou est\u00e0ndard global en transformaci\u00f3 digital<\/h2>\n<p>En un mercat tan din\u00e0mic com el xin\u00e8s, on la velocitat del consum digital supera qualsevol altra regi\u00f3 del m\u00f3n, les marques globals s\u2019enfronten a un repte maj\u00fascul: adaptar-se sense perdre la seva ess\u00e8ncia. IKEA, referent mundial del retail tradicional, va fer un pas hist\u00f2ric obrint per primer cop una botiga oficial en una plataforma externa: Tmall, dins l\u2019ecosistema Alibaba. Aquest projecte, liderat per <strong>Tiantian Shao<\/strong>, no nom\u00e9s va redefinir la pres\u00e8ncia digital d\u2019IKEA a la Xina, sin\u00f3 que s\u2019ha convertit en un cas d\u2019estudi internacional.<\/p>\n<p><iframe width=\"1310\" height=\"737\" src=\"https:\/\/www.youtube.com\/embed\/wLFpHPVh9nQ\" title=\"IKEA starts selling its products on e-commerce platform Tmall\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Guardonada internacionalment amb el <strong>Platinum Winner 2025<\/strong> als Vega Digital Awards, aquesta campanya demostra com un retailer cl\u00e0ssic pot reinventar-se per competir \u2014i guanyar\u2014 en un entorn digital altament competitiu. Des de la nostra experi\u00e8ncia en <strong>branding, disseny web, disseny gr\u00e0fic i campanyes digitals a Barcelona<\/strong>, analitzem aquest projecte com a referent d\u2019estrat\u00e8gia i execuci\u00f3 integral.<\/p>\n<h3>Context: un mercat que exigeix velocitat, integraci\u00f3 i experi\u00e8ncia<\/h3>\n<p>La Xina \u00e9s, des de fa anys, l\u2019epicentre mundial de l\u2019ecommerce. Tmall, propietat d\u2019Alibaba, no \u00e9s nom\u00e9s una plataforma: \u00e9s un ecosistema on conviuen marques locals, internacionals i milers de milions d\u2019interaccions di\u00e0ries. Obrir una botiga a Tmall no \u00e9s nom\u00e9s sumar un canal: implica integrar-se en una infraestructura digital que combina big data, automatitzaci\u00f3, xarxes socials, influencers, pagaments m\u00f2bils, livestream shopping i comunitats hiperactives.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-6.jpg\" alt=\"\" width=\"882\" height=\"1920\" class=\"alignnone size-full wp-image-13881\" \/><\/p>\n<p>Fins aquest projecte, IKEA havia mantingut un model global centrat en botigues f\u00edsiques, ecommerce propi i experi\u00e8ncies presencials. El control total de l\u2019experi\u00e8ncia de client era part del seu ADN. Per aix\u00f2, la decisi\u00f3 d\u2019integrar-se a Tmall va suposar un canvi radical en la seva estrat\u00e8gia de retail.<\/p>\n<p><iframe title=\"vimeo-player\" src=\"https:\/\/player.vimeo.com\/video\/436374512?h=1ea38dcb77\" width=\"640\" height=\"360\" frameborder=\"0\" referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\"   allowfullscreen><\/iframe><\/p>\n<p>A la complexitat pr\u00f2pia del mercat xin\u00e8s s\u2019hi afegia el repte intern: integrar sistemes log\u00edstics, tecnol\u00f2gics, de membresia, inventari i atenci\u00f3 al client entre dos mons diferents. En aquest context, la campanya no nom\u00e9s havia de comunicar: havia de <strong>transformar<\/strong> la manera com IKEA entenia el comer\u00e7 digital.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-1.jpg\" alt=\"\" width=\"1105\" height=\"1920\" class=\"alignnone size-full wp-image-13882\" \/><\/p>\n<h3>La idea estrat\u00e8gica: una porta \u00fanica a un ecosistema omnicanal<\/h3>\n<p>L\u2019objectiu no era obrir una botiga m\u00e9s. El projecte es va concebre com un <strong>pont omnicanal<\/strong> entre Tmall i l\u2019ecosistema propi d\u2019IKEA: la seva app, la web, el sistema de fidelitzaci\u00f3 i la xarxa de botigues f\u00edsiques. Aquesta visi\u00f3 convertia el llan\u00e7ament en una oportunitat per unificar audi\u00e8ncies i crear una experi\u00e8ncia sense friccions.<\/p>\n<p>La campanya, liderada per Tiantian Shao, partia d\u2019una premissa: si els consumidors xinesos viuen en un flux constant entre plataformes, continguts i experi\u00e8ncies digitals, IKEA havia d\u2019integrar-se de manera natural en aquest recorregut, en comptes d\u2019esperar que els usuaris migrin als seus canals tradicionals.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-2.jpg\" alt=\"\" width=\"885\" height=\"1920\" class=\"alignnone size-full wp-image-13883\" \/><\/p>\n<p>Per primer cop a la hist\u00f2ria d\u2019IKEA, es va dissenyar una estrat\u00e8gia orientada a:<\/p>\n<ul>\n<li>sumar tr\u00e0nsit p\u00fablic (Tmall) i tr\u00e0nsit privat (app d\u2019IKEA)<\/li>\n<li>unificar membresies i avantatges entre plataformes<\/li>\n<li>integrar log\u00edstica, inventari i experi\u00e8ncia postvenda<\/li>\n<li>adaptar continguts i productes a la cultura digital xinesa<\/li>\n<li>oferir experi\u00e8ncies socials com el livestream shopping<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-7.jpg\" alt=\"\" width=\"1071\" height=\"1920\" class=\"alignnone size-full wp-image-13884\" \/><\/p>\n<p>Aquest enfocament va convertir la campanya en un aut\u00e8ntic cas de transformaci\u00f3 digital, m\u00e9s enll\u00e0 d\u2019un simple llan\u00e7ament.<\/p>\n<h3>Lideratge i coordinaci\u00f3: la clau de l\u2019\u00e8xit<\/h3>\n<p>El projecte destaca per la capacitat de coordinaci\u00f3 liderada per Tiantian Shao. Integrar Tmall dins el model IKEA va requerir una sincronitzaci\u00f3 complexa entre equips de:<\/p>\n<ul>\n<li>IT i desenvolupament tecnol\u00f2gic<\/li>\n<li>log\u00edstica i cadena de subministrament<\/li>\n<li>m\u00e0rqueting digital<\/li>\n<li>creativitat i producci\u00f3 de continguts<\/li>\n<li>gesti\u00f3 de dades i CRM<\/li>\n<li>operacions comercials<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-5.jpg\" alt=\"\" width=\"885\" height=\"1920\" class=\"alignnone size-full wp-image-13885\" \/><\/p>\n<p>Segons els responsables del projecte, va ser la primera vegada que departaments globals, regionals i locals treballaven sota una mateixa fulla de ruta digital. Aquest lideratge va ser determinant per assolir els resultats.<\/p>\n<h3>Disseny de l\u2019experi\u00e8ncia: m\u00e9s enll\u00e0 d\u2019un llan\u00e7ament comercial<\/h3>\n<p>Un dels grans encerts de la campanya va ser posar el focus en l\u2019<strong>experi\u00e8ncia d\u2019usuari<\/strong>. IKEA va adaptar la seva identitat visual i l\u2019arquitectura de producte al format Tmall sense perdre els seus valors de marca: claredat, accessibilitat i funcionalitat.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-3.jpg\" alt=\"\" width=\"1079\" height=\"1920\" class=\"alignnone size-full wp-image-13886\" \/><\/p>\n<p>El disseny es va estructurar en tres eixos:<\/p>\n<ul>\n<li><strong>Navegaci\u00f3 optimitzada<\/strong>: categories clares, recorreguts simplificats i fitxes de producte adaptades al mercat local.<\/li>\n<li><strong>Contingut adaptat a la cultura xinesa<\/strong>: storytelling visual, recomanacions per a llars petites i m\u00e9s pres\u00e8ncia de productes funcionals.<\/li>\n<li><strong>Creativitats orientades a tr\u00e0nsit i conversi\u00f3<\/strong>: m\u00f2duls visuals, gr\u00e0fics din\u00e0mics i peces pensades per a l\u2019ecosistema Alibaba.<\/li>\n<\/ul>\n<p>El disseny gr\u00e0fic i la identitat van mantenir l\u2019equilibri entre l\u2019ADN global d\u2019IKEA i la flexibilitat necess\u00e0ria per al mercat xin\u00e8s. Per a qui treballem en <strong>campanyes digitals des de Barcelona<\/strong>, \u00e9s un exemple excel\u00b7lent d\u2019adaptaci\u00f3 cultural sense perdre coher\u00e8ncia de marca.<\/p>\n<h3>Estrategia digital: on l\u2019ecommerce es fusiona amb el contingut<\/h3>\n<p>La campanya va combinar t\u00e0ctiques pr\u00f2pies de l\u2019ecosistema Tmall amb accions de marca m\u00e9s globals. Tot es va integrar sota un \u00fanic funnel omnicanal dissenyat per impulsar visibilitat, interacci\u00f3 i conversi\u00f3.<\/p>\n<p>Entre les accions destacades:<\/p>\n<ul>\n<li><strong>Livestream shopping<\/strong> amb presentadors influents a Tmall Live<\/li>\n<li><strong>Promocions impulsades per KOLs<\/strong> (Key Opinion Leaders)<\/li>\n<li><strong>Esdeveniments de \u201ccloud signing\u201d<\/strong>, on els usuaris participaven en trobades digitals<\/li>\n<li><strong>Sincronitzaci\u00f3 de campanyes de tr\u00e0nsit entre Tmall i IKEA App<\/strong><\/li>\n<li><strong>Contingut interactiu<\/strong> sobre organitzaci\u00f3 de la llar, estil de vida urb\u00e0 i solucions intel\u00b7ligents<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-8.jpg\" alt=\"\" width=\"1082\" height=\"1920\" class=\"alignnone size-full wp-image-13880\" \/>  <\/p>\n<p>Gr\u00e0cies a aquesta integraci\u00f3, IKEA va aconseguir el que poques marques han assolit: transformar el tr\u00e0nsit massiu de Tmall en <strong>comunitat pr\u00f2pia<\/strong>. Aix\u00f2 va ser possible gr\u00e0cies a la unificaci\u00f3 de membresies, que permetia a qualsevol usuari de Tmall gaudir dels avantatges d\u2019IKEA Family.<\/p>\n<h3>Resultats: una entrada hist\u00f2rica a l\u2019ecosistema Alibaba<\/h3>\n<p>Els resultats del llan\u00e7ament van superar totes les expectatives i van marcar un r\u00e8cord dins la categoria.<\/p>\n<ul>\n<li><strong>M\u00e9s de 2 milions de seguidors<\/strong> a Tmall en nom\u00e9s dues setmanes<\/li>\n<li><strong>R\u00e8cord hist\u00f2ric<\/strong> en la categoria de home furnishing<\/li>\n<li><strong>DAU, GMV i taxa de conversi\u00f3<\/strong> superant els benchmarks en m\u00e9s d\u2019un 30%<\/li>\n<li>Resultats comparables \u2014i fins i tot superiors\u2014 a marques amb anys de pres\u00e8ncia a Tmall<\/li>\n<\/ul>\n<p>M\u00e9s enll\u00e0 de les xifres, el projecte va assolir un repte estructural: la <strong>integraci\u00f3 total de membresia entre Tmall i IKEA<\/strong>, una fita in\u00e8dita a escala mundial. Aquesta innovaci\u00f3 va ser reconeguda oficialment pel lideratge global d\u2019IKEA, que va catalogar la campanya com a <strong>global best practice<\/strong> i la va convertir en model per a futures expansions digitals.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-4.jpg\" alt=\"\" width=\"1920\" height=\"1471\" class=\"alignnone size-full wp-image-13887\" \/><\/p>\n<h3>Impacte global: un nou manual de transformaci\u00f3 per al retail tradicional<\/h3>\n<p>El que fa \u00fanic aquest projecte no \u00e9s nom\u00e9s el seu abast comercial, sin\u00f3 la seva capacitat per establir un nou est\u00e0ndard per al sector. IKEA ha demostrat que un model tradicional pot evolucionar i competir en un entorn dominat per la immediatesa, les dades i la hiperconnexi\u00f3.<\/p>\n<p>La campanya s\u2019estudia ara en escoles de negocis, f\u00f2rums d\u2019innovaci\u00f3 i equips globals que volen replicar el model. El seu \u00e8xit confirma que la combinaci\u00f3 d\u2019<strong>experi\u00e8ncia d\u2019usuari, estrat\u00e8gia omnicanal, contingut rellevant i lideratge multidisciplinari<\/strong> \u00e9s la clau per triomfar en mercats complexos.<\/p>\n<p>Com a ag\u00e8ncia especialitzada en <strong>comunicaci\u00f3 digital, disseny web, branding i estrat\u00e8gia a Barcelona<\/strong>, veiem en aquest projecte un cas inspirador de com les marques han d\u2019afrontar la seva transformaci\u00f3 digital sense perdre la seva ess\u00e8ncia.<\/p>\n<h3>Conclusi\u00f3: una campanya que redefineix el futur d\u2019IKEA<\/h3>\n<p><em>Integrated to Win<\/em> no \u00e9s nom\u00e9s un llan\u00e7ament exit\u00f3s: \u00e9s un punt d\u2019inflexi\u00f3 per a IKEA a escala global. Una campanya que combina visi\u00f3 estrat\u00e8gica, excel\u00b7l\u00e8ncia operativa i adaptaci\u00f3 cultural. El reconeixement com a <strong>Platinum Winner 2025<\/strong> no nom\u00e9s valida la seva creativitat, sin\u00f3 la seva capacitat de transformar la relaci\u00f3 d\u2019una marca hist\u00f2rica amb el consumidor digital del futur.<\/p>\n<p>En un m\u00f3n on l\u2019omnicanalitat ja no \u00e9s opcional, aquest projecte demostra que la veritable innovaci\u00f3 arriba quan les marques s\u2019atreveixen a reinventar-se sense deixar de ser fidels a si mateixes.<\/p>\n<h3>Cr\u00e8dits<\/h3>\n<p><strong>Projecte:<\/strong> Integrated to Win \u2013 IKEA China x Tmall<br \/>\n<strong>Premi:<\/strong> Platinum Winner 2025 \u2013 Vega Digital Awards<br \/>\n<strong>Lideratge del projecte:<\/strong> Tiantian Shao<br \/>\n<strong>Client:<\/strong> IKEA China<br \/>\n<strong>Plataforma:<\/strong> Alibaba Tmall<br \/>\n<strong>Regi\u00f3:<\/strong> Xina<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Integrated to Win: la campanya omnicanal d\u2019IKEA Xina a Tmall que fixa un nou est\u00e0ndard global en transformaci\u00f3 digital En un mercat tan din\u00e0mic com el xin\u00e8s, on la velocitat del consum digital supera qualsevol altra regi\u00f3 del m\u00f3n, les marques globals s\u2019enfronten a un repte maj\u00fascul: adaptar-se sense perdre la seva ess\u00e8ncia. IKEA, referent [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7487,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210],"class_list":["post-16997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracio"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campanya de comunicaci\u00f3 de la setmana: Integrated to Win \u2013 IKEA Xina a Tmall - Code Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campanya de comunicaci\u00f3 de la setmana: Integrated to Win \u2013 IKEA Xina a Tmall - Code Barcelona\" \/>\n<meta property=\"og:description\" content=\"Integrated to Win: la campanya omnicanal d\u2019IKEA Xina a Tmall que fixa un nou est\u00e0ndard global en transformaci\u00f3 digital En un mercat tan din\u00e0mic com el xin\u00e8s, on la velocitat del consum digital supera qualsevol altra regi\u00f3 del m\u00f3n, les marques globals s\u2019enfronten a un repte maj\u00fascul: adaptar-se sense perdre la seva ess\u00e8ncia. IKEA, referent [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/\" \/>\n<meta property=\"og:site_name\" content=\"Code Barcelona\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-26T11:03:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-20T17:49:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png\" \/>\n\t<meta property=\"og:image:width\" content=\"458\" \/>\n\t<meta property=\"og:image:height\" content=\"255\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"cd26Bc\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"cd26Bc\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/\"},\"author\":{\"name\":\"cd26Bc\",\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/#\/schema\/person\/3af5f44aaf0de2919e9225aa5ca32567\"},\"headline\":\"Campanya de comunicaci\u00f3 de la setmana: Integrated to Win \u2013 IKEA Xina a Tmall\",\"datePublished\":\"2025-11-26T11:03:40+00:00\",\"dateModified\":\"2026-04-20T17:49:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/\"},\"wordCount\":1437,\"image\":{\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png\",\"articleSection\":[\"Inspiraci\u00f3\"],\"inLanguage\":\"ca\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/\",\"url\":\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/\",\"name\":\"Campanya de comunicaci\u00f3 de la setmana: Integrated to Win \u2013 IKEA Xina a Tmall - Code Barcelona\",\"isPartOf\":{\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png\",\"datePublished\":\"2025-11-26T11:03:40+00:00\",\"dateModified\":\"2026-04-20T17:49:32+00:00\",\"author\":{\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/#\/schema\/person\/3af5f44aaf0de2919e9225aa5ca32567\"},\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"ca\",\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#primaryimage\",\"url\":\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png\",\"contentUrl\":\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png\",\"width\":458,\"height\":255},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/#website\",\"url\":\"https:\/\/codewebbarcelona.com\/ca\/\",\"name\":\"Code Barcelona\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/codewebbarcelona.com\/ca\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"ca\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/codewebbarcelona.com\/ca\/#\/schema\/person\/3af5f44aaf0de2919e9225aa5ca32567\",\"name\":\"cd26Bc\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ca\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/b904e836584635855eaa0ee2922bae4fe2aa94ffb558048dcc5dac5f98f0fadc?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/b904e836584635855eaa0ee2922bae4fe2aa94ffb558048dcc5dac5f98f0fadc?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/b904e836584635855eaa0ee2922bae4fe2aa94ffb558048dcc5dac5f98f0fadc?s=96&d=mm&r=g\",\"caption\":\"cd26Bc\"},\"sameAs\":[\"https:\/\/codewebbarcelona.com\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Campanya de comunicaci\u00f3 de la setmana: Integrated to Win \u2013 IKEA Xina a Tmall - Code Barcelona","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/","og_locale":"ca_ES","og_type":"article","og_title":"Campanya de comunicaci\u00f3 de la setmana: Integrated to Win \u2013 IKEA Xina a Tmall - Code Barcelona","og_description":"Integrated to Win: la campanya omnicanal d\u2019IKEA Xina a Tmall que fixa un nou est\u00e0ndard global en transformaci\u00f3 digital En un mercat tan din\u00e0mic com el xin\u00e8s, on la velocitat del consum digital supera qualsevol altra regi\u00f3 del m\u00f3n, les marques globals s\u2019enfronten a un repte maj\u00fascul: adaptar-se sense perdre la seva ess\u00e8ncia. IKEA, referent [&hellip;]","og_url":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/","og_site_name":"Code Barcelona","article_published_time":"2025-11-26T11:03:40+00:00","article_modified_time":"2026-04-20T17:49:32+00:00","og_image":[{"width":458,"height":255,"url":"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png","type":"image\/png"}],"author":"cd26Bc","twitter_card":"summary_large_image","twitter_misc":{"Escrit per":"cd26Bc","Temps estimat de lectura":"7 minuts"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#article","isPartOf":{"@id":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/"},"author":{"name":"cd26Bc","@id":"https:\/\/codewebbarcelona.com\/ca\/#\/schema\/person\/3af5f44aaf0de2919e9225aa5ca32567"},"headline":"Campanya de comunicaci\u00f3 de la setmana: Integrated to Win \u2013 IKEA Xina a Tmall","datePublished":"2025-11-26T11:03:40+00:00","dateModified":"2026-04-20T17:49:32+00:00","mainEntityOfPage":{"@id":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/"},"wordCount":1437,"image":{"@id":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#primaryimage"},"thumbnailUrl":"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png","articleSection":["Inspiraci\u00f3"],"inLanguage":"ca"},{"@type":"WebPage","@id":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/","url":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/","name":"Campanya de comunicaci\u00f3 de la setmana: Integrated to Win \u2013 IKEA Xina a Tmall - Code Barcelona","isPartOf":{"@id":"https:\/\/codewebbarcelona.com\/ca\/#website"},"primaryImageOfPage":{"@id":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#primaryimage"},"image":{"@id":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#primaryimage"},"thumbnailUrl":"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png","datePublished":"2025-11-26T11:03:40+00:00","dateModified":"2026-04-20T17:49:32+00:00","author":{"@id":"https:\/\/codewebbarcelona.com\/ca\/#\/schema\/person\/3af5f44aaf0de2919e9225aa5ca32567"},"inLanguage":"ca","potentialAction":[{"@type":"ReadAction","target":["https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/"]}]},{"@type":"ImageObject","inLanguage":"ca","@id":"https:\/\/codewebbarcelona.com\/ca\/blog\/campanya-comunicacio-setmana-integrated-to-win-ikea-china-tmall\/#primaryimage","url":"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png","contentUrl":"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/campana-de-comunicacion-de-la-semana-integrated-to-win-ikea-china-en-tmall-featured.png","width":458,"height":255},{"@type":"WebSite","@id":"https:\/\/codewebbarcelona.com\/ca\/#website","url":"https:\/\/codewebbarcelona.com\/ca\/","name":"Code Barcelona","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/codewebbarcelona.com\/ca\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"ca"},{"@type":"Person","@id":"https:\/\/codewebbarcelona.com\/ca\/#\/schema\/person\/3af5f44aaf0de2919e9225aa5ca32567","name":"cd26Bc","image":{"@type":"ImageObject","inLanguage":"ca","@id":"https:\/\/secure.gravatar.com\/avatar\/b904e836584635855eaa0ee2922bae4fe2aa94ffb558048dcc5dac5f98f0fadc?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/b904e836584635855eaa0ee2922bae4fe2aa94ffb558048dcc5dac5f98f0fadc?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b904e836584635855eaa0ee2922bae4fe2aa94ffb558048dcc5dac5f98f0fadc?s=96&d=mm&r=g","caption":"cd26Bc"},"sameAs":["https:\/\/codewebbarcelona.com"]}]}},"_links":{"self":[{"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/posts\/16997","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/comments?post=16997"}],"version-history":[{"count":2,"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/posts\/16997\/revisions"}],"predecessor-version":[{"id":17008,"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/posts\/16997\/revisions\/17008"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/media\/7487"}],"wp:attachment":[{"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/media?parent=16997"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/codewebbarcelona.com\/ca\/wp-json\/wp\/v2\/categories?post=16997"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}