Ikea figures out a way to build an Instagram ‘website’
Who would have thought Instagram could be the new playground for marketing innovation rather than a haven for shameless selfie self-promotion? But innovate is exactly what Russian ad agency Instinct did to promote Swedish furniture giant Ikea’s new collection, by launching a fully functional, interlinked website on Instagram.
The Instagram account ikea_ps_2014 functions just like a regular website. It has 12 image tabs displaying the different product categories, like a virtual catalog. Clicking on a category leads to the items within the category (34 in total), all of which have their own Instagram accounts. The tagging feature on the app has been used to enable easy navigation and involvement from their users.
“We wanted to create something really cool. And then we noticed similarities between Instagram tags and website links. And then IKEA PS Collection 2014 was introduced,” said Instinct creative director Nikolay Fabrika. Instinct had been successful on the platform before, with the Play Russian Nike Sochi Olympics campaign — where people shared crazy winter sports photos and videos with the hashtag #playrussian.
The IKEA PS 2014 collection, which launched in April, was created by 14 young designers from around the world and is targeting a young, urban crowd. The campaign is by its nature mobile-first, embodying the tagline, “always on the move.” A promotional video encourages users to “get inspired” and share their interior design ideas by taking pictures of products from the PS line and tagging them.
“We will use these photos to promote the collection even further,” Fabrika said of his five-person team. They plan to expand the campaign by putting stickers on the products in the PS line to encourage shopper engagement.
While it has only been launched in Russia so far, the Insight team sees it going global. The initial numbers are encouraging, with the account having garnered more than 12,000 followers since the promotion started on June 21.
Why Adidas treats esports deals like media partnerships, not sponsorship deals
The versatility of esports allows for a much wider demographic than other sports and entertainment.
‘Must be a better way’: Why Mother is getting into the media business with new independent agency
The idea was born out of frustration with the current media agency landscape and more requests for integrated media and creative for new business pitches.
Fashion brands are abandoning traditional org charts in favor of ‘fluid’ teams
Rather than hiring full-time for specific roles, companies are enlisting workers with expertise in many areas and supplementing them with outside experts.
SponsoredThe evolution of shoppable content lies in social media streams
With the physical and social aspects of shopping stripped away due to various lockdown restrictions around the globe, shoppable social media is poised to fill the void. In a recent example, Instagram launched its Reels and Shop tab for users to connect with brands and creators — and to discover products. The social media platform will […]
‘People won’t question our ability’: Why performance marketing agencies want to create their own DTC brands
Agencies like Boomn, Homestead Studios and Freelance Crew, among others, expect to debut new DTC brands during Q1 this year.
‘Not a place for takeovers’: Pepsi amps up Triller marketing plans
The advertiser is coming to the end of a six-week hip-hop talent competition it has been streaming on Triller to promote its wild cherry-flavored cola.