Grade B17 sourcesHIS-00603
IKEA Throws in a Towel
Campaign · 2023 · Niche
IKEA’s towel-skirt parody reached 40 million social users, its agency reported.
Spread Score
How it worksNumbers
- Potential editorial reach (agency claim; not unique readers)
- 900M
- As of Nov 13, 2024 · Press · Self-reported · The Drum
- Peak date
- Week of Nov 16, 2023
- Nov 15 ’23 to Week of Nov 16, 2023
- Platforms
- 5
- Started on Instagram
- Origin
- Seeded
- Home & lifestyle
How it spread
Trace the originIKEA UK recreated Balenciaga’s towel-skirt photo with a bath towel. Fashion publishers and TikTok creators shared the response. Its agency reported social reach and increased towel searches, then submitted the work for awards.
Dates use the stated precision; chart positions are date anchors.
12 more events on this chart
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Spread the same way
New cases, every week
How the next thing spread, the week it does.