IKEA PS is a 34-piece designer collection.

How to tell everyone about the collection with zero media and production budget?

Our strategy was to hijack the headlines of the media our target reads.

To do this we built a world's first website inside Instagram.

We used basic tagging feature of Instagram to built a 'website' inside the app. This little hack provided a great native way to explore the collection and became a big news in design media.

Results:

- The news about the collection spread instantly across top tech and design media with total reach of 200+

(Look At Me, The Verge, Mashable, Design Taxi, Vogue, Product Hunt, The Fast Company, Cossa, TJournal, PSFK, Core77 and many others)

- 250K video views, more than 100K was from Russia

- Number of followers of IKEA PS 2014 profile in Instagram more than 23K

- With zero media and production budget all who are interested in design, photography and gadgets, that is the core of PS collection audience, learn about new collection