Brand ambassador Nils moved a week before the official IKEA FAMILY community launch and could be seen live 7 hours a day via Web TV.On the first day, he began to furnish his space with IKEA products. He moderated quizzes, sought advice from an interior decorator, and connected with users via chat, Facebook, Twitter, Skype, cellphone, text message and email.Not only did site users talk about decorating topics and IKEA, they also networked. In this way, a core community formed that moved into the IKEA FAMILY community together on launch day – January 31.

The IKEA hej community became the biggest of its kind in Germany after a mere few days. In just 6 weeks, it already had over 18,000 members.