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13/07/2014 by

IKEA Russia Launches First-Ever Instagram Website

Ikea Russia has launched its PS 2014 collection and their website is built entirely through Instagram. See the insights here.


The concept of the “site” is simple – utilizing Instagram’s grid to simulate a web page, each photo has a theme (think “lighting” or “benches”) and every image is tagged with several smaller accounts, all of which belong to a catalog item.

When viewed as a complete account, Ikea’s iconic minimalist look seamlessly runs from item to item, enticing fans and followers to engage with the brand via tagging and sharing their own photos.

IKEA Russia Launches First-Ever Instagram Site

Why can being first be so important to brands? Well think about the PR and earned media value Ikea Russia is getting now. But check the video for more details:

In order to best experience this campaign, take a few minutes to explore the @ikea_ps_2014 handle on Instagram.

Note: If you open the experience on a desktop computer, it doesn’t work.

As seen below, the @ikea_ps_2014 account serves as a campaign landing page and showcases different product categories, from benches, to tables, storage, light, textiles and ideas.


My Opinion?

As of today, the Instagram page had more than 19,000 followers. It’s unclear if the fresh take on marketing will seriously affect sales, but one thing’s for sure – Ikea is having a banner news month.

So in my opinion: a very smart concept with a seamless user experience.

What About You?
What do you think of this campaign? Great sales concept or great PR concept?

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About the Author
Laurens Bianchi is an independent online (sport) marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is the Social Media Consultant for the Dutch Football Federation, responsible for all the Dutch content and conversation management for the World Cup. Follow him on Twitter or contact him on LinkedIn.


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