Ikea sends in ‘Shelf Help Guru’ for social media contest in Singapore and Malaysia

Just believe in your shelfIkea, one of Singapore and Malaysia’s most creative advertisers in recent months, is running a social media campaign that uses the brand’s Swedish spokesperson to respond to queries from customers on how to spruce up their homes.

The Swede playfully named Fille Güte, who featured in Ikea’s popular ‘Bookbook’ video that went viral last year, was used as the brand’s “Shelf help” guru to respond to queries in a real-time contest on Facebook.

Here are some of the posts that Fille Güte responded to.

Inline images 5

Displaying image.png

Inline images 3

Those who got involved in the contest stood to win an RM80 or S$50 Ikea Gift Card.

The contest was accompanied by a video on how Singaporeans and Malaysians can improve their private lives.

The agency behind the campaign was BBH.

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


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing