The new multi-platform ad campaign done by Norway-based ad agency SMFB was aimed at inspiring customers to be more sustainable by selling instead of just discarding their unwanted furniture.

The eight-week campaign began in August 2013. SMFB first created the virtual marketplace before selecting 50 Norwegian customers to photograph their unwanted furniture on Facebook.

The items were then marketed on IKEA's Facebook page. Other advertising mediums including broadcast, print and outdoor billboards were used as well.

Each ad featured the seller's first name and personal phone number. Customers could participate in the campaign for free, and successfully sold all of their furniture.

[Mashable]