The IKEA Social Catalogue Campaign Had Its Fans Digitize Pages
Laura McQuarrie — January 23, 2014 — Marketing
References: socialcatalogue.ikea.it & digitalbuzzblog
The ‘IKEA Social Catalogue’ campaign bridges the gap between its print and digital content. IKEA has been incredibly successful at creating catalogs that its customers are excited about getting in the mail. They are an important part of how the brand shares its new offerings with consumers, however, there’s a ton of photography, styling and assembly that goes into the production of these catalogs. To increase their reach and engage fans, IKEA asked its 130,000 followers on social media to take a picture of their favorite piece of furniture and share it online for a chance to win it.
Over the course of four weeks, thousands of pages from the IKEA catalog had been photographed and appropriately hashtagged, which is a brilliant way to bring it to the online world. This campaign is so simple and it versatile too, since the same premise could be used by any other company with a catalog of its own.
Over the course of four weeks, thousands of pages from the IKEA catalog had been photographed and appropriately hashtagged, which is a brilliant way to bring it to the online world. This campaign is so simple and it versatile too, since the same premise could be used by any other company with a catalog of its own.
Trend Themes
1. Social Catalog-sharing - Opportunity to bridge the gap between print and digital content by engaging customers in catalog-sharing campaigns on social media.
2. User-generated Content - Disruptive innovation opportunity to encourage customers to photograph and share their favorite products online, generating buzz and increasing brand reach.
3. Online Catalog Integration - Potential for other companies to digitize their catalogs by organizing campaigns that encourage customers to share pages online, reaching a wider audience.
Industry Implications
1. Furniture - Opportunity for furniture companies to engage customers through catalog-sharing campaigns on social media, generating excitement and increasing brand visibility.
2. Retail - Disruptive innovation opportunity for retail companies to merge print and digital content by encouraging customers to share product photos online, creating user-generated content.
3. Marketing - Potential for marketing industry to leverage catalog-sharing campaigns on social media as a creative way to promote products, engage customers, and generate brand awareness.
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