Ikea has been innovating every year with their classic paper catalog. In Norway they decided to take this classic paper catalog and make a social media version of it. With zero budget, they asked their 130,000 Facebook and Instagram Fans to post the page of their favourite product on Instagram and add the hashtag #ikeakatalogen, for the chance of winning that product.
As a result, every week someone won the product they posted and within four weeks the whole catalog was available on Instagram.