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Special Project

Special Project
From the 7th Annual Shorty Awards


Entered in Hashtag


The social truth is: IKEA fans invented the selfie. The internet is full of self-portraits taken by customers shopping at IKEA. Mirror selfies, happy shopping moments, eating hot dogs without using hands, romantic kisses with furniture or running through the bed section – naked. Yeah, we had them all.

For the 40th anniversary of IKEA Germany, we celebrated our fans and their social snapshot dedication. So we introduced the hashtag #IKEAselfie.

In four stages, the hashtag became a code word for our fans to meet and become a selfamily:

1. Make sure everybody knows about it

With Facebook info graphics and #IKEAselfie brochures handed-out at the store, we illustrated how to take the perfect #IKEAselfie – using the iconic figure of the assembly instructions.

2. Let the boss be part of it

The CEO of IKEA Germany, Peter Betzel himself, took the first official #IKEAselfie and posted it on Facebook.

3. Reward the crowd

The most charming #IKEAselfie is rewarded with a trip to #IKEAland: Stockholm. The selfie-takers felt so inspired, they decieded to real-time document and #IKEAselfie their trip on social media. Shopping at IKEA Barkarby included.

4. Give inspiration

To motivate late movers, we publish the best and funniest #IKEAselfies on Facebook and keep curating new fan images that are published every day. Ongoing. #IKEAselfie forever.

Strategy and Execution

On Facebook, the contest generated more than 4.000 applicants – a social reach of approx. one million people.

So the hashtag did what every hashtag is really supposed to do: address a topic that explains itself naturally and inspire people to act and interact with it.

IKEA is the first brand name in Germany that, instead of creating a cryptic tag and trying explain it artificially, became a successful hashtag itself.


Entrant Company / Organization Name

Agency: Razorfish Germany, Client: IKEA Germany, Production partner: Initialwerk GmbH


Entry Credits