LibraryNowOriginsOddsMechanicsMCP

Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/IKEA: U up?
Grade B22 sourcesHIS-00368

IKEA: U up?

Campaign · 2025 · Niche

36Editable slideCertificate

IKEA’s late-night mattress DMs sparked rival ads; Rethink reported a 36% sales rise.

Clip · Rethink on YouTube
Agency photograph of a phone showing IKEA’s u up? Instagram message.
Rethink / IKEA Canada
IKEA Canada on Instagram: "If you’re seeing this, you need a better mattress. So we’re offering you a discount on an IKEA mattress to help you sleep better. ​ Visit the link in our bio to get 15%…
IKEA Canada on Instagram
IKEA | U up?
The One Club / Rethink entrant
the-brick-outdoor-billboard
Vistar Media
IKEA | U up?
The One Club
IKEA | U Up
Rethink on YouTube
IKEA: U up? - The Clios
The Clios / Rethink entrant
IKEA Canada and Rethink Target Late-Night Scrollers with 'u up?' Campaign
DesignRush
Durex spices up IKEA's 'U Up?' campaign with a cheeky twist
Marketing-Interactive
Cannes Lions 2025: Canadian Winners
Little Black Book / Jordan Won Neufeldt
Most Read of 2025: Canada's Biggest Stories
Little Black Book / Jordan Won Neufeldt

Spread Score

How it works
Reach11Contagion35Breadth40Velocity100Longevity1936

Numbers

Entrant-reported earned impressions; period undisclosed
4.5M
Self-reported · The One Club / Rethink entrant
Peak date
Week of Feb 21, 2025
Feb 14 ’25 to Week of Feb 21, 2025
Platforms
5
Started on Instagram
Origin
Mixed
Home & lifestyle

Mechanics

  • Response chainPrimary
  • Transgression
  • Platform jump
  • Pairing
  • Newsjacking

How it spread

Trace the origin

IKEA Canada sent late-night mattress offers on Valentine’s Day. Durex replied, while Sleep Country and The Brick bought reply billboards. A Sleep Country ad reached Reddit through Facebook. Rethink later reported higher mattress sales.

Dates use the stated precision; chart positions are date anchors.

Google searchesJan ’25MarMayJunAugOctNovDecFeb ’26MayJunPeakRetailInstagramPressRedditOpen web
RetailInstagramPressRedditOpen web

14 more events on this chart

Join free to see them

Timeline (17)

  1. February 2025

    IKEA Canada precursor · Feb 10 ’25

    IKEA’s mattress and sleep-product promotion began before the late-night DM stunt.[1]

    Open the first post ↗

  2. IKEA Canada / Rethink seed · Feb 14 ’25

    IKEA Canada sent “u up?” DMs and offered respondents discounted or free mattresses.[2][3][4][1]

  3. IKEA Canada / Carat owner response · Feb 14 ’25

    IKEA bought overnight billboard placements near its downtown Toronto store, facing condo residents.[4][5]

    IKEA | U up?
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 source · Added 1 number · Score 33 → 36
  2. 2026-10-13Added: 16 events, 20 sources · Score 33
Origin
Mixed
Sector
Home & lifestyle
Region
CA
Entrant-reported earned impressions; period undisclosed
4.5M
Self-reported · The One Club / Rethink entrant
Evidence
Grade B

Spread the same way

McDonald's France: Olympic Curry

Instagram · 2024

66
McDonald's France on Instagram: "Pour 4 ans minimum."

2.5B impressions

A Recipe for Seduction

X · 2020

52
A Recipe for Seduction | Presented by Kentucky Fried Chicken | Full Mini-Movie | Lifetime

1.8B impressions

Clash of Clans: Revenge

TV · 2015

51
Clash of Clans: Revenge (Official Super Bowl TV Commercial)

Peaked at #1

MGA Presents: Diss-mas

YouTube · 2024

48
MGA PRESENTS: The Rizzler - DISS-MAS 🎁

545.7M impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

Join free
Log inJoin free
Google searchesJan ’25MarMayJunAugOctNovDecFeb ’26MayJunPeakRetailInstagramPressRedditOpen web
RetailInstagramPressRedditOpen web

14 more events on this chart

Join free to see them

  1. February 2025

    IKEA Canada precursor · Feb 10 ’25

    IKEA’s mattress and sleep-product promotion began before the late-night DM stunt.[1]

    Open the first post ↗

  2. IKEA Canada / Rethink seed · Feb 14 ’25

    IKEA Canada sent “u up?” DMs and offered respondents discounted or free mattresses.[2][3][4][1]

  3. IKEA Canada / Carat owner response · Feb 14 ’25

    IKEA bought overnight billboard placements near its downtown Toronto store, facing condo residents.[4][5]

    IKEA | U up?

  1. press · Feb 18 ’25

  2. peak · Week of Feb 21, 2025

Join free to see the other 14 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 11 sourced numbers and 22 sources. Start with a free account.

Join freeGo Pro