To present the IKEA PS 2014 collection in a way that was a little different than usual, Moscow's Instinct agency helped to set up the first "Instagram website" for IKEA.
The campaign was extensive, featuring one main account that showed off all of the product categories on the mobile Instagram grid view. From there, users could explore some more by clicking on tags that represented the individual furniture items in the 34-piece IKEA PS collection.
Instead of having home decor shoppers simply flip through a hard copy of a catalog, this type of experience also allows for quite a bit of interaction, since people could snap photos of their own IKEA products and appropriately tag them too. Additionally, with links to products, it makes ordering those furniture pieces extremely easy.
Interactive Mobile Catalogs
IKEA PS 2014 on the Move Was Presented in Full on Instagram
Trend Themes
1. Interactive Mobile Catalogs - The trend of using interactive mobile catalogs allows for a more engaging and interactive shopping experience, increasing customer involvement and satisfaction.
2. Instagram Websites - The use of Instagram as a platform for showcasing products and creating interactive websites opens up new opportunities for brands to reach and engage with a larger audience.
3. User-generated Content - Encouraging users to share their own photos and tag products creates a sense of authenticity and social proof while also providing valuable user-generated content for brands.
Industry Implications
1. Retail - The interactive mobile catalog trend presents a disruptive innovation opportunity for retail companies to enhance the online shopping experience and boost sales.
2. Marketing and Advertising - The emergence of Instagram websites as a marketing platform opens up new avenues for advertising and reaching target audiences in a more interactive and visually appealing way.
3. Furniture and Home Decor - The use of user-generated content in the furniture and home decor industry allows brands to showcase their products in real-life settings, increasing customer trust and desire to purchase.