Ikea built its latest ad campaign into Instagram

Every social network is an advertiser's playground. 

 

Rebecca Hiscott

Tech

Published Jun 30, 2014   Updated May 31, 2021, 1:16 am CDT

Ikea is promoting its latest furniture collection with an Instagram ad campaign, using the image-sharing network as a sort of virtual catalog. The Swedish retailer’s PS 2014 collection features colorful furnishings and home accessories for “modern living” (read as: made for tiny apartments and easy to transport on the subway), including lightweight floor lamps, wardrobes, and shelving units, as well as an expanding lamp that looks a little like the Death Star. So, in keeping with the times, Ikea’s Russian division hired ad agency Instinct to build an ad campaign within Instagram.

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The interactive “website,” which only functions properly on a smartphone, is housed under the username ikea_ps_2014. Each of the six images acts as a catalog for a different subset of the collection—benches, tables, storage, light, textiles, and ideas—and each image is tagged with an Instagram account for the corresponding product.

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ikea instagram account

 

ikea instagram account

It’s a cool concept, but a Debbie Downer might point out that it also serves to remind us that every social network is nothing more than an advertiser’s playground.

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Image via ikea_ps_2014/Instagram

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*First Published: Jun 30, 2014, 10:00 am CDT