# IKEA Better Late Than Never

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

- Owner: IKEA Sweden; Åkestam Holst NoA (creative agency)
- Kind: Campaign
- Sector: Home & lifestyle
- Seed date: 2025-01-21
- Peak proxy date: Week of Jan 26, 2025
- Date basis: Proxy date; not a directly measured attention peak. Dates use the stated precision; chart positions are date anchors.
- Spread Score: 0 (Niche, provisional), v1.2
- Mechanics: Transgression, Revival, Platform jump, Press loop

## Summary

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.

## Timeline

- 2025-01-21 — Rickard Beskow / Åkestam Holst NoA (Open web) — The campaign copywriter posted the Harlem Shake film and linked the Bottle Flip and Mannequin films.
- 2025-01-22 — Tim van der Wiel (Open web) — Tim van der Wiel shared the Harlem Shake film on LinkedIn and praised its late-to-the-party idea.
- 2025-01-22 — Helena Gouveia (Open web) — Gouveia clarified that IKEA Family dated to 1984; the rewards system was the new feature.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/ikea-better-late-than-never

Cite as: How It Spread (2026). “IKEA Better Late Than Never.” Case HIS-00788. Spread Score v1.2: 0/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00788