On Instagram, Ikea Russia turns emojis into recipes

Even the most creative chefs can turn any ingredients into a succinct recipe. Now try that with emojis.

Ikea, ever the inventive company with equally puzzling furniture assembly instructions, asked its 48,000 followers on Instagram to share ideas for new recipes, but the caveat was that they were only allowed to use five emojis. The winning combinations were turned into 15-second videos.

Ikea asked people to post pictures of their favorite plates (they didn’t have be from Ikea) with a mixture of emojis in the caption for its #новыеидеиготовить (“new ideas for cooking” in English) campaign.

“It was a great opportunity to cook delicious dishes from the most extraordinary ingredients: Not from food, but from a variety of emoji. Right from smartphones,” said a release from Ikea Russia. The campaign was to promote its “rentable kitchens” in Moscow and St. Petersburg, where customers can rent kitchen spaces and take cooking classes.

To interpret the puzzling array of emojis, Ikea worked with Russian food bloggers to comb through the 300 submissions and make 20 videos that were posted on its Instagram account.

Emojis were interpreted pretty creatively. For example, olive oil was used when someone proposed the tram emoji (because trams need oil) and the tornado emoji was interpreted as whisking. So a chicken, clouds, snowflake, tornado and squirrel combined to make brownies (with nuts), in this example below.

Кто бы мог подумать, что из этого набора можно приготовить вкуснейшее брауни с орехами? Мы принимаем вызов от @anzhelikaverevkina. Смотрите видеорецепт и ищите его описание в первом комментарии. Вы тоже хотите бросить вызов ИКЕА? Разместите фото любой пустой тарелки в своем инстаграме, отмечайте наш профиль @ikea_rus на фото, добавьте в описание хэштег #новыеидеиготовить и 5 любых эмоджи, которые станут ингредиентами!

A video posted by ИКЕА Россия (@ikea_rus) on

https://digiday.com/?p=156348

More in Marketing

Ad tech’s take: early reactions to Google’s third-party cookie demise

Two months into Google’s grand cookie cleanse in Chrome, ad tech vendors are dishing out their hot takes.

Influencer arena

How Blast is finding esports success through the ‘co-production’ model

Co-production is a key aspect of Blast’s esports strategy because it means both partners are invested in keeping “Rainbow Six” esports healthy in the long run, even if their key performance indicators for the collaboration might be different.

Inside Quaker’s ‘iterative’ approach to make its advertising work globally and locally

To accommodate the global needs of the campaign, Quaker created numerous iterations for Canada and Latin America to reflect the way that consumers in those various local markets use the product.