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Library/Campaign/IKEA Hapag (Paskong Pinoy Series)
Grade B10 sourcesHIS-01151

IKEA Hapag (Paskong Pinoy Series)

Campaign · 2022 · Notable

40Editable slideCertificate

IKEA Philippines' Christmas film Hapag drew 1.9 million views on IKEA's own channels.

Original · Secret Menu (director JP Habac)
IKEA - Hapag | Paskong Pinoy Series
IKEA Philippines on YouTube
'Meaningful': Furniture brand's ad featuring coming out story praised online
Interaksyon / Philstar
IKEA PH's Newest Christmas Ad Touched The Hearts of Netizens
8List.ph
APAC Tambuli Awards announces 2023 winners: Wunderman Thompson Philippines wins AOTY
Campaign Brief Asia
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Village Pipol

Spread Score

How it works
ReachNo data yetContagionNo data yetBreadth10Velocity79LongevityNo data yet40

Numbers

Seed to peak proxy
3 days
Dec 12 ’22 to Dec 15 ’22
Platforms
4
Started on YouTube
Origin
Seeded
Home & lifestyle

Mechanics

  • Press loopPrimary
  • Platform jump

How it spread

Trace the origin

IKEA Philippines released Hapag, a Christmas film in which a father, Luis, comes out as Ramona, on December 12, 2022. Twitter users and local outlets praised it within days. IKEA later reported 1.9 million views on its channels and fan reuploads on TikTok and Twitter.

Proxy date; not a directly measured attention peak.

Jan ’23FebMarAprMayJunJulYouTubeXPressOpen web
YouTubeXPressOpen web

3 more events on this chart

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Timeline (6)

  1. December 2022

    IKEA Philippines seed · Dec 12 ’22

    IKEA Philippines released Hapag on YouTube and its other social media channels.[3][2][9]

    IKEA - Hapag | Paskong Pinoy Series
    Open the first post ↗

  2. Twitter users platform jump · Dec 14 ’22

    Interaksyon reported Twitter reactions to the ad, quoting one user's pleading-emoji post.[3]

    'Meaningful': Furniture brand's ad featuring coming out story praised online

  3. 8List.ph peak proxy · Dec 15 ’22

    8List reported netizens showered the ad with praise, while some poked fun at the featured dining table.[4]

    IKEA PH's Newest Christmas Ad Touched The Hearts of Netizens
Origin
Seeded
Sector
Home & lifestyle
Region
PH
Reported figure
—
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 ’23FebMarAprMayJunJulYouTubeXPressOpen web
YouTubeXPressOpen web

3 more events on this chart

Join free to see them

  1. December 2022

    IKEA Philippines seed · Dec 12 ’22

    IKEA Philippines released Hapag on YouTube and its other social media channels.[3][2][9]

    IKEA - Hapag | Paskong Pinoy Series
    Open the first post ↗

  2. Twitter users platform jump · Dec 14 ’22

    Interaksyon reported Twitter reactions to the ad, quoting one user's pleading-emoji post.[3]

    'Meaningful': Furniture brand's ad featuring coming out story praised online

  3. 8List.ph peak proxy · Dec 15 ’22

    8List reported netizens showered the ad with praise, while some poked fun at the featured dining table.[4]

    IKEA PH's Newest Christmas Ad Touched The Hearts of Netizens

  1. afterlife · Jun 6 ’23

  2. owner response · Jun 14 ’23

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Why it worked

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