Ikea is a mass brand. From students, and the newly wed to the middle-aged and those in their twilight years, everyone can find value in the simplicity, and elegance of Ikea furniture. The challenge of a mass brand however is to constantly reiterate its relevance to its distinct users. Since PS 2014 collection is all about young people on the move, the Instagram App proved to be the right platform to engage with this target group.