Ikea and its Russian ad agency have thought up a new use for Instagram.
The furniture retailer launched an Instagram account that functions like a website. As the video below explains, Ikea put its Ikea PS collection on the Instagram account ikea_ps_2014. The account showcases all the 34 items in the collection.
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Click on a picture of any of them and you'll go to an Instagram account devoted to that piece of furniture.
The account makes use of Instagram's tagging features and grid structure in an unconventional way to simulate a website.
IKEA PS: Instagram Website from Instinct on Vimeo.
Though the response hasn't been huge so far -- the account had around 8,600 followers at this writing -- it could serve as a template for other marketers looking to expand Instagram's functionality.