IKEA has even taken its advertising to the streets in Italy (with a graffiti campaign) and in Paris (where a complete IKEA furnished apartment was installed in the Paris
underground). Advertising, however, is not a major focus of IKEA’s promotional efforts. The company prefers to rely on word-of-mouth communication. This is reflected in its use of social media. For example, IKEA’s Facebook pages provide up-to-date information on company activities, sales, and local store events. IKEA’s U.S. Facebook page boasts over 1 million fans, while its international pages have several hundred thousand fans each. Several thousand fans typically follow each local store page.