LOOK Ikea responds to consumer queries with memes

Ikea’s Singapore and Malaysia teams have done it again with the brand’s latest online campaign.

Its Facebook page launched an online contest prompting netizens to ask “the most creative, original and humorous questions” on how to improve their bedroom and bathroom areas. The furniture brand took customer engagement to a whole new level by having a ‘Shelf Help guru’ respond to the questions via pun-filled memes. Each post was appended a link to the recommended product on the Ikea website.

A happy home starts with a happy private life. Ask our Shelf Help Guru how to improve your most private bedroom and…

Posted by IKEA Singapore on Sunday, April 5, 2015


Here’s the video for the campaign:

Ikea’s comedic gesture cleverly combined content marketing with humour. Since the contest launch on 6 April, the post garnered over 90 shares with close to 2,000 likes on Facebook. The campaign was created by BBH.

Check out some hilarious responses:


Ikea_1 Ikea_2

The ‘Shelf Help guru’ might be a familiar face to some viewers, as he was also the voice and main star behind Ikea’s book book campaign. The 2015 catalogue ad campaign Experience The Power of a Bookbook had then hit over nine million views in just one week.

Campaign Credits: 

Associate Account Director: Manavi Sharma
Project Director & Producer: Lesley Chelvan
Social Strategist: Josie Khng
Community Managers: Nurul Maideen & Aainaa Yahya
Senior Art Director: Janson Choo
Senior Copywriter: Khairul Mondzi
Art Director: Bae Soo Yeon
Production House: BlackSheep Live
Photographer: Jason Denning

Read More News


Leave a Reply

You must be logged in to post a comment.