What and why: a step-by-step guide to help customers organise the contents of their linen closet, produced to fill a knowledge gap on the website regarding folding fitted sheets, following data that showed this was a concern for IKEA customers. The primary search term was ‘how to fold a fitted sheet’, hence the title. A PDF is available here.

Platform: Web page for IKEA.com with individual images used in promotional content for products on IKEA.com and social media according to market needs.