IKEA / Canada / 2025Creative Commerce · Social
U Up?
IKEA Canada sent late-night 'u up?' DMs to insomniac Instagram users around Valentine's Day, offering mattress discounts and sometimes a free mattress.
- Brand
- IKEA
- Agency
- Rethink
- Market
- Canada
- Region
- Global
- Year
- 2025
The idea
Between 10pm and 5am, selected users received the classic two-word message. Those who replied were pitched better sleep instead of a hookup, with mattress offers, while billboards echoed the line.
Results
- Around 500 DMs sent, generating about 2,500 interactions
- Shared thousands of times, with replies from other brands
Case study source: Activation Ideas Source ↗
