IKEA PS is a 34-piece designer collection. How to tell everyone about the collection with zero media and production budget?

Our target is interested in design and loves Instagram. We used basic tagging feature of Instagram to built a 'website' inside the app. This little hack provided a great native way to explore the collection and became a big news in design media.

Instinct credits

Roman Firainer, Yaroslav Orlov – Executive Creative Directors
Nikolai Fabrika – Digital Creative Director
Timur Abdusheev, Max Demkin – Art Directors
Dmitry Moiseev — Copywriter
Matthew Choudnovski — Strategic Planner
Natalya Ametova — Account Director
Vera Ulitenko — Senior Account Manager

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