An “Instagrammable” AR Marketing Campaign from IKEA: Müpolash

Ikea detected the brand’s most popular and combibed mug, pot, lamp and shelf and create an odd product and even displayed it at the Design Museum of Gent!

Ikea wants to increase its reach on Instagram with a newly created object. According to the new campaign, Müpolash is to become the platform’s most posted object. Consumer data has been the go-to muse for brands’ creative ideas, just like the previous examples from Google and Spotify. Now, it even inspired Ikea to make a new product.

Having an assumption about their followers and what they have been sharing on Instagram, the Swedish retailer has released a created the Müpolash. The thinking behind the Belgian campaign from Ogilvy Social Lab is, if Ikea’s mugs, pots, lamps and shelves are getting a ton of impression on social media, then the Müpolash, whose name should be the most Instagrammable thing ever made.

To boost the campaign, Ikea also was strategic about production. The Müpolash comes in white—the most Instagrammed color. It’s also environmentally-conscious, made of 100% biodegradable materials, and was crafted through 3D printing. (Perhaps all it needs to increase shareworthiness is the backing of a Kardashian.)

As part of the campaign, Ikea has also put a Müpolash on display at the Design Museum of Gent. Outside of that, it only created four others for the uber-limited-edition line. In order to get your hands on one, consumers have to use Ikea’s Müpolash AR Instagram filter and take a beautiful shot of the thingamajig in their home, tagged with IKEAbelgium and #monIKEA or #mijnIKEA.

Müpolash is expected that numerous photos of the object integrated into the apartment will soon be found under the hashtag. Ikea is right with his prediction and has actually produced the most instagrammable thing ever.