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Special Project

Special Project
From the 7th Annual Shorty Awards

Ikea hej

Winner in Home and Decor

Finalist in Social Media Tool


Every year there is one IKEA catalogue with inspiration limited to 300 pages. What if we added a new page everyday? And showcased the products in more than one context. Styled, redecorated and combined by IKEA fans for IKEA fans.

IKEA Germany presents – the first social influencer platform that transforms democratic design into social commerce.

The brief to relaunch an online forum strategically and creatively evolved into a content-driven consumer network. enables users to upload their interior pictures and create articles. Fans, bloggers and IKEA experts collaboratively publish their inspiration and articles within the daily magazine format.

Linked directly to the e-commerce of, hej article views and blog mentions boost product awareness and sales. So with, IKEA has built not only a user-gen platform but also the gateaway for social commerce.

Using earned, owned and employed media only, the platform was spread first as BETA version for press and bloggers - presented at the catalogue launch event in Hamburg 2014. Then, in a second phase, the platform CI was widely introduced via merchandise, design posters and direct mailings - as well as a full-page within the IKEA catalogue 2015.

2 weeks after launch, hej already welcomes over 100.000 unique visitors, 400.000 article page views, 51% of first time users return and visit the platform daily, a dwell time of 10 to 30 minutes enjoying the content.

Strategy and Execution


Today, Branded Entertainment has become a highly sought-after good - and currency. Brands orchestrating the social ecosystem are faced with limitiations and resctrictions on visibility within the media-driven context of social platforms. One key word: edge rank. To face these conditions, together with our client IKEA Germany, we redefined the brand-owned social network with


IKEA is the first social magazine for realistic product presentation. It is the first German Co-creation platform that showcases IKEA products in real homes, in real-time.


Accessing the panorama photo function of their smartphones, users can upload a 360 degree view of their home and showcase their interior ideas with IKEA products. A new way of blogging – from mobile to website, from living room to social fame.


Fans, bloggers and IKEA experts collaboratively publish their inspiration and articles within the daily magazine format. A best-of selection is curated and published in co-junction with IKEA live magazine. Fans with specific interior challenges are invited to hej LAB, a loft apartment in Frankfurt, to co-create individual IKEA solutions.


By tagging IKEA products within their stories, fans can discover multiple ways how to combine their favourite furniture. A sneak-peak into real homes, cross-featured on Social commerce powered by the user.


Video for Ikea hej

Entrant Company / Organization Name

Agency: Razorfish Germany, Client: IKEA Deutschland, Partners: Bright Soulutions GmbH, Floorplanner


Entry Credits