I have never seen another company or person use Instagram quite like this – and frankly i’m surprised no one else has caught on! The Russian division of the company presented their exclusive catalogue on Instagram in a completely unique way!

What sets IKEA apart from their competitors is their way of inspiring their consumers imaginations and allowing them to visualize what furniture pieces would look like in their own home. From their catalogues to store design this objective is clear, and much of their marketing initiatives display this as well. A great example is their IKEA app which allows you to project furniture into the rooms so you can really get a taste for how it will look! (Click here for an article about the app).



This Instagram account is different than most approaches because it does not foster a user to ‘follow’ it. It is not updated so would not show up in a users feed – but, it displays just like a catalogue in its page feed in ’tile view’ with different photos for different categories of items. When you click on a photo, for example the Benches picture in the above photo, then tap the photo to see tags, you realize that all of the items also have their own Instagram accounts! Clicking on that tag brings you to the specific item, where more photos are posted to show different functional uses of that object, the price, and specific details about the product.

I imagine that this series of accounts was especially intensive to set up and have everything function effectively, so it would not be feasible as an ongoing campaign or way to consistently market goods, but in terms of intermittent launches of new product lines that are visually interactive this is an innovative way to display it. I’m super surprised that this hasn’t been integrated elsewhere and I look forward to seeing how other companies get creative with instagram and its visual capabilities.

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