In a recently-concluded contest, Ikea Singapore Facebook page requested its fans to ask its Shelf Help Guru “the most creative, original and humorous questions” on how to improve their bedroom and bathroom areas for a chance to win a prize.

Well, obviously they had a game plan.

The "Shelf Help Guru", who was the voice and public face of Ikea’s Bookbook campaign, got turned into a meme to showcase the quirky side of the Swedes and demonstrating how companies can win at social media while keeping a straight face.