IKEA Russia | Modular 4

here is an interesting use of Instagram in terms of advertising without feeling quite so much like an ad or an online catalog.

Ikea Russia created an “Instagram Catalog Website” for a 34 piece designer collection of products. The Instagram account used the tagging feature to promote items and encouraged followers to share images and videos of their own Ikea PS 2014 products using the same hash tags. The campaign snagged over 15,000 followers in less than a week. With the “Instagram Catalog Website” functioning much like a microsite, the cross linking feature allowed each product to build out it’s own Instagram microsite for each product. The social sharing users generate with their own photos tagged with the product’s Instagram name allowed the campaign to go viral.

Oh and the cost was marginal for Ikea Russia.

It’s been awhile since I posted anything about IKEA. Not because I am anti IKEA, just because I hadn’t found anything new and interesting about IKEA lately. Today, I found IKEA In the Kitchen, an interactive microsite created by Instinct/BBDO for IKEA Russia.

The video is pretty self explanatory, but basically this is a multi-view site that lets users experience the kitchen from different view points and paths. You get to experience the Kitchen from the view point of every character in the story. This site grabbed more than 540,000 page views with click-throughs to the kitchen solutions of the IKEA Russia site.

Nicely done folks. Clever, original, fun, this is why IKEA is so successful with their web promotions.

Client: IKEA Russia
Agency: Instinct
Director: Thorsten Herken
Digital production company: B-Reel