IKEA launched a new website (sort of) through Instagram

IKEA’s online marketing division in Russia just launched a new mini-website for their PS furniture collection. What’s so special about it? The new ‘website’ is actually a series of Instagram posts across 35 separate Instagram accounts, linked in a way that simulates the look and navigation of a traditional website design.


The Instagram pages allows people to easily tag their products from the store, as well as see more photos of each item than in a print catalogue (or even on the company’s home page) — it’s really a clever use of a platform that wasn’t designed to accommodate this kind of marketing initiative.

Check out the video below for a preview of the site in action. If you’re viewing this on a mobile device, you can get a feel for how it works here.

Here in the Cucumber Marketing Greenhouse we pride ourselves on our creative problem solving skills, and this latest move from IKEA is a reminder that there are truly no limits on what can be achieved in online marketing. Check out some examples of work we’ve done for our clients and get in touch if you’d like to chat about new ways to meet your business goals online!