IKEA Norway uses a new compelling method to drive awareness of the 2014’s product catalogue in social media. The furniture retailer launched a campaign by Oslo-based agency SMFB that motivated customers to take photos of the catalogue pages featuring their favorite pieces and then share them on Facebook and Instagram.

The effort was inspired by the fact that in Norway everybody gets IKEA  itmes right  in their mailbox—the brand wanted customers to “return the favour” and asked them to show which items from the catalogue they really loved in an unusual way. Customers were asked to take a photo of the selected product on the page of the paperbackl “IKEA furniture menu” and share it using the #ikeakatalogen hashtag and the product’s name for a chance to get real items.

The idea was to re-assemble the print catalogue pages online. The campaign started in the autumn of 2013, and in just four weeks every single page from the catalogue went online throughthe crowdsourced photos. As a result, the number of IKEA’s Instagram followers increased dramatically and reached almost 12,000 fans.