ABOUT

MÜPOLASH
The most instagrammable “thing” ever made.

Every 2 seconds, a fan shares a photo of his IKEA interior on Instagram.
There are over 10.067.845 posts right now. That is what we call UGC (Users-Generated Content). For IKEA, it is a direct connection with the brand’s fans, and an endless source of authentic content. This year, IKEA Belgium wishes to strengthen this bond and the use of the #monIKEA and #mijnIKEA hashtags on Instagram.
After analysing the brand’s data, Ogilvy Social.Lab has imagined the object that would be the most instagrammable ever made.. A ‘thing’ reuniting IKEA’s 4 most shared icons in 2019.
The “MUG”, the “POT”, the “LAMP” and the “SHELF”. The mix of all of them becomes the MÜPOLASH: the ‘thing’ with the most instagrammable potential ever imagined.
Only 5 copies of the MÜPOLASH has been produced. The material is 100% biodegradable in the most instagrammed colour: white. The MÜPOLASH is already exhibited at the Design Museum of Gent and one copy is available to IKEA clients to try to win. But How? By playing with the MÜPOLASH A.R. instagram filter and by positioning the "thing" and taking the most beautiful photo of their interior, tagging @IKEAbelgium with the #monIKEA or #mijnIKEA. The best post on stories will win one copy of the MÜPOLASH.