{"id":9896,"date":"2014-08-22T10:04:54","date_gmt":"2014-08-22T05:04:54","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=9896"},"modified":"2026-02-24T13:15:52","modified_gmt":"2026-02-24T12:15:52","slug":"ikea-ps-2014-instagram-website","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/ikea-ps-2014-instagram-website\/","title":{"rendered":"Ikea PS 2014 Instagram Website"},"content":{"rendered":"<p>You open Instagram and land on Ikea_ps_2014. The grid does not look like a typical brand feed. Each tile behaves like a navigation button. Benches. Tables. Storage. You tap a category image, reveal hidden tags, and jump straight into product views. Instagram becomes the website.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/HPW6iHJ6tMM?fs=1&amp;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h2>The idea. A catalog built inside Instagram<\/h2>\n<p>Ikea has made a name for itself as a trustworthy and affordable source of stylish home decor. In Russia, to promote the PS 2014 collection, Ikea teams up with Moscow-based agency Instinct to approach Instagram in an entirely new way.<\/p>\n<h2>How it works. Categories in the grid, products in the tags<\/h2>\n<p>The Ikea_ps_2014 Instagram account serves as the campaign website. Each post represents a product category like benches or tables. When you tap a category image, hidden tags reveal \u201clinks\u201d to the products within that category.<\/p>\n<p>Here, \u201chidden tags\u201d are simply Instagram photo tags used as tap targets, so navigation stays inside native Instagram behavior.<\/p>\n<p>Every one of the 34 items in the collection also receives its own Instagram account. For example <a href=\"https:\/\/instagram.com\/ps_laptop_station\" target=\"_blank\" rel=\"noopener noreferrer\">ps_laptop_station<\/a> and <a href=\"https:\/\/instagram.com\/ps_side_table\" target=\"_blank\" rel=\"noopener noreferrer\">ps_side_table<\/a>.<\/p>\n<p>The real question is whether you can turn a platform habit into structured product discovery without forcing people out of the app.<\/p>\n<p>In consumer brands promoting a collection across many items, this pattern uses a social grid as a lightweight category tree.<\/p>\n<h2>Why it matters. An app used beyond its intended design<\/h2>\n<p>The Instagram app is certainly never meant to be an Ikea catalog website. The mechanism is simple: category posts behave like menu tiles, and tags behave like links, so thumbs do what they already do in Instagram. That is why the experience feels like browsing, not \u201cclicking out\u201d. This is worth copying when the native UI can carry the journey end-to-end, not when you need heavy comparison, configuration, or checkout.<\/p>\n<p><strong>Extractable takeaway:<\/strong> If a platform already has a grid, a tag system, and a tap habit, you can repurpose those primitives into navigation and keep discovery inside one familiar surface.<\/p>\n<h2>Where it connects. Earlier \u201cfeed as experience\u201d examples<\/h2>\n<p>Earlier this year, Mazda and JWT Canada turned the car-maker\u2019s Instagram feed into an interactive road trip, replacing specs with images and videos that followed the vehicle on an epic adventure. Over the course of four months, the campaign \u201cLong Drive Home\u201d helped grow Mazda Canada\u2019s Instagram following by more than 300%.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/J1wpIkbZpBY?fs=1&amp;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<p><\/p>\n<p>Similarly, the Toronto Silent Film Festival turned its feed tsff2014 on its side, creating an interactive timeline complete with factoids and video clips to celebrate Charlie Chaplin\u2019s 100 years on film.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/MFz8Lwwd1Z0?fs=1&amp;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<p><\/p>\n<h2>What to copy from this build<\/h2>\n<ul>\n<li><strong>Start with categories.<\/strong> Treat the grid as a menu so users can self-select a path.<\/li>\n<li><strong>Use tags as links.<\/strong> Turn existing tap targets into jumps to deeper product views.<\/li>\n<li><strong>Keep the journey native.<\/strong> Let the platform\u2019s follow, view, and tag behaviors do the work.<\/li>\n<li><strong>Design for scan first.<\/strong> Make each tile legible as navigation, not just as content.<\/li>\n<\/ul>\n<hr>\n<h2>A few fast answers before you act<\/h2>\n<h3>What is the Ikea PS 2014 Instagram website?<\/h3>\n<p>A campaign that uses an Instagram account as a navigable catalog. Grid posts act as categories, and photo tags act as links to product accounts.<\/p>\n<h3>How do people navigate it?<\/h3>\n<p>Users tap category images in the grid, reveal the photo tags, and jump to specific product pages inside Instagram.<\/p>\n<h3>What is the key execution detail?<\/h3>\n<p>Each PS 2014 product gets its own Instagram account, so exploration happens via Instagram\u2019s native follow, view, and tag behaviors.<\/p>\n<h3>Why does this work on mobile?<\/h3>\n<p>It turns a familiar mobile habit, browsing a feed, into structured discovery without forcing users into a new interface.<\/p>\n<h3>What is the transferable pattern?<\/h3>\n<p>Treat platform constraints as UI elements. Build navigation out of what the platform already provides instead of fighting it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You open Instagram and land on Ikea_ps_2014. The grid does not look like a typical brand feed. Each tile behaves like a navigation button. Benches. Tables. Storage. You tap a category image, reveal hidden tags, and jump straight into product views. Instagram becomes the website. The idea. A catalog built inside Instagram Ikea has made &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/ikea-ps-2014-instagram-website\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Ikea PS 2014 Instagram Website<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":12719,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"Ikea Russia turns Instagram into a mobile catalog. Grid posts act as categories, tags link to products, and each item gets its own account.","_seopress_robots_index":"","iawp_total_views":2,"footnotes":""},"categories":[27,13,103,19],"tags":[177,201,5850,2515,274,3887,5849,4135,4490,5848,649,5339,7074,5847,674,5846,4048,1920,4661],"class_list":["post-9896","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategies","category-mobile","category-power-of-online","category-social-media","tag-canada","tag-charlie-chaplin","tag-charlie-chaplin-100-years-on-film","tag-cossette","tag-ikea","tag-ikea-catalog","tag-ikea-ps-2014","tag-instagram","tag-instagram-campaigns","tag-instinct","tag-jwt","tag-jwt-canada","tag-long-drive-home","tag-long-drive-road","tag-mazda","tag-mazda-canada","tag-moscow","tag-russia","tag-toronto-silent-film-festival"],"jetpack_featured_media_url":"https:\/\/www.sunmatrix.com\/ramble\/wp-content\/uploads\/ikea_ps_2014.jpg","jetpack_shortlink":"https:\/\/wp.me\/pgYpE1-2zC","_links":{"self":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/9896","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/comments?post=9896"}],"version-history":[{"count":10,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/9896\/revisions"}],"predecessor-version":[{"id":16062,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/9896\/revisions\/16062"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media\/12719"}],"wp:attachment":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media?parent=9896"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/categories?post=9896"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/tags?post=9896"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}