Enter IKEA Assembly Manuals. One of the brands icons and the perfect metaphor for IKEAs pragmatic approach to complex subjects.

Exactly the kind of tool we need to close the gap between the IKEA brand and whatever trending subject we choose. And when it comes to subjects, nothing is sacred: From IKEA partner Unicef´s 70th anniversary to internet trends and popular culture.

To join the discussion IKEA style, we develop creative Manual Memes. Using the same reduced graphics and key elements, they look like the real thing but take a humorous stand on a matter or offer a solution to it. Bold, straight-forward and always on the spot. Easy to decipher and 100% on brand.

IKEA Manual Memes are an on-going part of IKEA's facebook communications. They form a series, but each posting stands on its own, through the specific content format.

The execution is built around real-time response to live news, well known events and zeitgeist moments and concepts, so timing is key. Quick turnaround concept and creative drives delivery.

The performance (engagement rate) of all posts was so well within the 1st hour after publishing, that we decided to push their organic reach also via paid media.

It works! Our fans love the manual postings:

And with fan growth outperforming other days by +38%, Meme Manuals prove to be a successful attractor for new fans of the IKEA Germany Facebook Page.

Plus: Nearly all posts reach the overall KPI for IKEA Facebook posts: An engagement rate higher than 1,0 (likes + comments + shares + video clicks / reach).