IKEA Mälmo's Facebook Showroom: A Viral Social Media Success 
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This is just pure genius. Put on by media agency Forsman and Bodenfors on a low budget for the opening of the new IKEA store in Mälmo Sweden, this IKEA campaign is social media at its finest. Using nothing but Facebook’s built-in and readily available tagging features, IKEA was able to gain hundreds of new ‘friends’ and fans, and virally spread the IKEA catalog offerings to thousands of Facebook profiles.
The concept is so simple, you’ll be slapping your head thinking, “Why didn’t I think of that?” First, a Facebook profile was created for IKEA Malmo store manager Gordon Gustavsson. Over the course of 2 weeks, 12 pictures of IKEA showrooms were uploaded to his profile. Facebook friends of Gustavsson could ‘tag’ the items in the photos with their name and WIN THE PRODUCT.
As word spread through profiles, newsfeeds and Gustavsson’s page, requests came rolling in for more pictures. The fans were truly engaged with the brand.
Fan / Brand Engagement
Thousands of people saw the promotion and spread the word to their friends and family through sharing links on Facebook, through email and word-of-mouth. Really, the definition of success with a social media campaign – it went viral. And for very low cost.
Viral Sharing
As the idea caught on, people shared it through their own profiles…
It was shared through the newsfeed…
And through sharing links…
Meanwhile, on the massive social media micro-blogging site, Twitter, people shared the concept and news story with their friends. (Shameless Self-Promotion: Follow us on twitter! @ikeafans)
Kudos, F&B! This is a terrific example of using the power of fans to promote IKEA products virally, and through existing channels. I’m almost weepy.
More Shameless Self Promotion
Become a fan of IKEAFANS Facebook page! We deliver content directly to your Facebook profile through the newsfeed, and you can upload links, pictures and videos to our fan page showing off your own IKEA furniture, hacks, ideas or dreams. Friend us today!
Credit where credit is due
Agency: Forsman & Bodenfors, Gothenburg
Art Director: Adam Ulvegarde
Copywriter: Robert Lund
Story via Creativity
Tags: Facebook, Forsman & Bodenfors, IKEA Malmo, IKEA Sweden, social media, viral campaign
Does anyone know further details on this campaign such as the resources used and who were involved to execute this campaign….would be of great help.
haha that’s actually a pretty cool idea. Shameless promotion it may be – but pr is the lifeblood of business.