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Library/Campaign/IKEA Better Late Than Never
Grade B20 sourcesHIS-00788

IKEA Better Late Than Never

Campaign · 2025 · Niche

0Editable slideCertificate

IKEA revived old viral challenges; its agency reported 79% more loyalty sign-ups.

Clip · Åkestam Holst Archive on YouTube
NEW WORK: Why is IKEA Sweden jumping on viral trends a decade too late?!? 🧐 Loyalty programs that reward customers with points aren’t exactly new. So when IKEA Sweden asked for a launch campaign… |…
Åkestam Holst Archive on YouTube
IKEA – Better Late Then Never
Åkestam Holst NoA
IKEA België en Ogilvy Social.Lab blazen het internet’s gouden tijdperk nieuw leven in voor loyaliteitsprogramma
Ogilvy Social.Lab Belgium
Vinnare & nominerade 2025 - 100-wattaren
100-wattaren
IKEA: Better late than never - The Clios
The Clios / Åkestam Holst NoA entry
The Mannequin Challenge – Better late than never (16x9)
NoA | Åkestam Holst on Vimeo
Bottle Flip – Better late than never (16x9)
NoA | Åkestam Holst on Vimeo
Why Ikea Sweden just dropped their Harlem Shake
Famous Campaigns
IKEA normalises being off trend
Creative Moment
Ikea is twaalf jaar te laat en meer campagnes
Adformatie
Warum Ikea mit "besser spät als nie" genau richtig liegt | W&V
W&V
Why IKEA is killing it despite being a decade late to the Harlem Shake
MARKETING-INTERACTIVE
Ikea Sweden revives viral trends to launch long-awaited loyalty points system
Contagious
Eurobest 2025: tres ganadores de Social & Creator que marcaron agenda digital
Merca2.0

Spread Score

How it works
Reach0ContagionNo data yetBreadth0VelocityNo data yetLongevityNo data yet0

Numbers

Mannequin companion on Vimeo; live partial count
6.1K
As of Oct 15, 2026 · Open web · Vimeo API / NoA | Åkestam Holst
Peak proxy date
Week of Jan 26, 2025
Jan 21 ’25 to Week of Jan 26, 2025
Platforms
2
Started on Open web
Origin
Seeded
Home & lifestyle

Mechanics

  • TransgressionPrimary
  • Revival
  • Platform jump
  • Press loop

How it spread

Trace the origin

IKEA promoted loyalty points with employees repeating old viral challenges. Its agency posted the films, outsiders shared them on LinkedIn, and trade coverage followed. The agency later claimed 79% more sign-ups; Belgium adapted the idea.

Proxy date; not a directly measured attention peak. Dates use the stated precision; chart positions are date anchors.

Jan ’25FebAprJunAugOctDecFeb ’26MayAugNovOpen webPress
Open webPress

11 more events on this chart

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Timeline (14)

  1. January 2025

    Rickard Beskow / Åkestam Holst NoA seed · Jan 21 ’25

    The campaign copywriter posted the Harlem Shake film and linked the Bottle Flip and Mannequin films.[1][2]

    IKEA – Better Late Then Never
    Open the first post ↗

  2. Tim van der Wiel platform jump · Jan 22 ’25

    Tim van der Wiel shared the Harlem Shake film on LinkedIn and praised its late-to-the-party idea.[3][4]

  3. Helena Gouveia owner response · Jan 22 ’25

    Gouveia clarified that IKEA Family dated to 1984; the rewards system was the new feature.[3]

Origin
Seeded
Sector
Home & lifestyle
Region
SE
Mannequin companion on Vimeo; live partial count
6.1K
As of Oct 15, 2026 · Open web · Vimeo API / NoA | Åkestam Holst
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Jan ’25FebAprJunAugOctDecFeb ’26MayAugNovOpen webPress
Open webPress

11 more events on this chart

Join free to see them

  1. January 2025

    Rickard Beskow / Åkestam Holst NoA seed · Jan 21 ’25

    The campaign copywriter posted the Harlem Shake film and linked the Bottle Flip and Mannequin films.[1][2]

    IKEA – Better Late Then Never
    Open the first post ↗

  2. Tim van der Wiel platform jump · Jan 22 ’25

    Tim van der Wiel shared the Harlem Shake film on LinkedIn and praised its late-to-the-party idea.[3][4]

  3. Helena Gouveia owner response · Jan 22 ’25

    Gouveia clarified that IKEA Family dated to 1984; the rewards system was the new feature.[3]

  1. press · Jan 23 ’25

  2. peak proxy · Week of Jan 26, 2025

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