We asked our fan base on Facebook to find what they wanted the most from this year´s catalogue, take a photo of the page containing this product, hashtag the catalogue and the name of the product, and post the page on Instagram. The goal was to engage our fans, and make them crowdsource the IKEA catalogue on Instagram. 125 000 norwegian probably have very different tastes and needs. So if each person chose the one thing they wanted, together they would post the whole catalogue. The incentive made our fans really scrutinize the catalogue, and spread the content.

Before the campaign, the new IKEA catalogue was not present on Instagram. After 4 weeks, our Facebook fan base shared every page from the new catalogue under our hashtag #IKEAKATALOGEN. During the campaign, the whole catalogue was shared many times over. A total of 2843 catalogue pages was shared at the end of the campaign. The campaign was also used to activate IKEA's own instagram account, and increased the number of followers by almost 8000%. Over 6% of our fan base on Facebook was converted to Instagram fans as well. Number of Facebook-fans increased with 10 000. This is a zero budget campaign.