A simple idea at its core, Ikea Switzerland turned a simple gift card giveaway into fun, memorable social conversations with staying power.
Fans posed a wide range of interior design questions to the ‘Shelf Help Guru’ on Facebook and were responded to via memes featuring the newly iconic ‘Guru’ character. The memes cleverly provided solutions to the fans’ design challenges, while subtly promoting Ikea merchandise. Simple and smart, just like Ikea’s brand promise.