Background
Every two seconds, a fan shared a photo of his IKEA interior on Instagram. In total, some 11 million posts had been uploaded.
For IKEA, this kind of UGC was an important connection with the brand’s fans and an endless source of authentic content. In 2020, IKEA Belgium wanted to strengthen this bond and the use of the #monIKEA and #mijnIKEA hashtags on Instagram.
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