In its native Norway (where everyone gets an IKEA catalog in the mail) the retailer decided that rather than simply posting its own catalog online, it would get Facebook and Instagram users to do it instead.
The campaign, by SMFB Oslo, asked social media users to pick a product each, photograph the page in the print catalog and post it to Instagram and Facebook. (It incentivised people to do this by promising that one person each week would win the product they posted). After four weeks, the entire catalog had been posted on social media. The number of followers on IKEA's Instagram feed went from zero to the most popular brand in Norway, while its Facebook fan based also increased.