Ikea succeeded in pulling off a remarkable social media stunt: the chain asked Norwegian consumers to take a picture of its paper catalogue and to post it on Instagram. One person per week would then win the product he or she had posted.
Explosive growth of followers
It was a great success and resulted in Ikea Norge’s entire catalogue being posted on Instagram: it took a mere four weeks for the entire catalogue to appear online. Ikea Norge’s other social media channels also benefited from this stunt.
At the start of the campaign, Ikea Norway had 130,000 followers on Facebook, but now it nearly reaches 150,000. Its Instagram account went from zero to the most popular brand in Norway on Instagram, with almost 13,000 followers.
(Translated by Gary Peeters)