How IKEA got customers in Norway to recreate its entire print catalog on Instagram

Share this content:
IKEA
IKEA

Here's a clever marketing idea from IKEA Norway that's almost laughably simple.

The furniture retailer wanted to get pictures of its merchandise out on social media. But instead of just shoveling photos onto Facebook and Instagram, the company had a better idea. Why not just get its social media followers to do it?

In Norway, every household gets mailed an IKEA catalog, so people are pretty well-versed in the products. In order to get them talking about and sharing images of its products, IKEA encouraged its social media followers on Facebook and Instagram to snap pictures of furniture items on the pages of the catalog, and post them under the hashtag #ikeakatalogen along with the item's name. As an added incentive, every week, IKEA would give away an item to one of the posters.

The result? Within just four weeks, the campaign was able to successfully recreate IKEA's print catalog online, after every item in the catalog had been photographed and uploaded. The campaign, the brainchild of Oslo based agency SMFB, succeeded in dramatically increasing IKEA Norway's social media following and engagement, especially on Instagram, where it went from having 0 to 12,000 followers.

Here's a video about the campaign and how it was executed.


Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above