How do you get people to share your content?
For IKEA, you do that in the form of a ‘Social Catalogue’. The brand challenged people to grab an Ikea catalogue, take a photo of their favourite pieces of furniture and post it to Instagram. The user would then stand a chance of winning that very article.
Yes, there was incentivisation, but still, Ikea (and/or the agency) deserves applause for this: