As is also the case in other parts of the world, Salafi interpretations of Islam appear to beon the rise in Sweden, especially among young people turning to Islam. One of the most active andvisible missionising Salafi organisations in Sweden is called islam.nu. It is based in Stockholm but hasa national outreach programme and a very active online presence. This article focuses on islam.nuand a dawa campaign called #karavanen (the Caravan) and how it was advertised and developed onthe social media platform Instagram from March 2018 to March 2020. By using market and consumervalue theories to analyse the Instagram content related to the #karavanen, the article is an explorativeattempt to approach contemporary Salafi missionising and growth from a new perspective.