Ikea's Shelf Help Guru. Photo via Ikea Singapore/Facebook
Clearly, Ikea Singapore’s social media team has a great sense of humour and a penchant for puns, as evidenced by the introduction of the Shelf Help Guru.
Step aside, Actual Advice Mallard, there’s a new practical meme assistant in town – or, on Facebook at least.
Ikea Singapore’s Facebook page has introduced the ‘Shelf Help Guru’ (who looks remarkably similar to the chief design ‘güru’ behind its famous ‘Bookbook’) to help users by dishing out good advice and even better wordplay.
The Shelf Help Guru’s tips consists of short, snappy aphorisms such as ‘believe in your shelf’, ‘always dry your best’ and ‘let’s sink about it’. But it’s the accompanying images – all featuring the same blonde male-model-type with a perfectly manicured beard and black polo neck, posing about the house and looking very sage indeed – that elevates the Shelf Guru to iconic meme status.
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A clever case of social marketing with memes
It’s not all fun and games at the expense of user queries though, as the meme-format pictures often come with links to products that may help customers out, and others have since been selected as winners of a gift card for taking part.
All in all, it’s a genius social-marketing ploy from Ikea Singapore, which previously brought us a superb viral ad inspired by The Shining.
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