Chrissy x IKEA

IKEA needed someone who could speak to the back-to-uni rush with real credibility - not a brand tie-in, but a voice students already trust. Chrissy, one of the UK's leading student voices on social media, was the obvious fit for the TikTok push behind IKEA's student kitchen box. Her content turned the essentials-shopping scramble - the pots, the cutlery, the first proper attempt at cooking for yourself - into something students could actually see themselves in, rather than a retailer talking at them. The result landed exactly where it needed to: in the feed of the people actually filling their kitchens.