Speaking of IKEA hacks, the Russian division of the Swedish brand has cleverly 'repurposed' Instagram to transform a profile page into an online catalog for their new collection. Developed by ad agency Instinct, the @ikea_ps_2014 'website' is optimized for mobile, made up of a dozen tiles in the social media platform's signature three-column grid. Individual items are tagged to link to product pages (also in Instagram).
Canny though it may be, the website is subject to a drawback of Instagram itself: No outbound links—how am I supposed to buy that "Wall shelf with 11 hooks, birch" from the non-retail confines of my Instagram feed? And although the video description boasts that the campaign had "zero media and production budget," the proper IKEA PS 2014 homepage suggests otherwise: Perhaps they spent their rubles on the ultra-hip, globetrotting sizzle reel: