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Library/Campaign/Oddly IKEA ASMR
Grade B22 sourcesHIS-00322

Oddly IKEA ASMR

Campaign · 2017 · Niche

31Editable slideCertificate

Ogilvy reported 88 million organic impressions in the ASMR campaign’s first week.

Original · IKEA USA / Ogilvy New York
“Oddly IKEA”: IKEA ASMR
IKEA USA on YouTube
Ikea Just Made a 25-Minute ASMR Video, and It’s One of the Most Satisfying Ads Ever
Adweek
Ikea releases very odd, very soothing 25-minute ad for dorm furnishings
TODAY / NBC
IKEA | Oddly IKEA
The One Club / Ogilvy
Relive the Virtual Vernissage of WEIRD SENSATION FEELS GOOD!
ArkDes
WEIRD SENSATION FEELS GOOD: The World of ASMR - ArkDes
ArkDes / Design Museum
Ikea ASMR advert
IBTimes UK
How These 5 Brands Are Tapping Into ASMR - YPulse
YPulse

Spread Score

How it works
Reach35Contagion35Breadth50Velocity14Longevity1131

Numbers

First-week organic impressions (Ogilvy claim)
88M
Self-reported · The Caples Awards / Ogilvy
Seed to peak proxy
2 days
Aug 8 ’17 to Aug 10 ’17
Platforms
4
Started on YouTube
Origin
Seeded
Home & lifestyle

Mechanics

  • TransgressionPrimary
  • Controversy
  • Platform jump
  • Press loop
  • Newsjacking

How it spread

Trace the origin

IKEA posted a whispered dorm-room tour on YouTube. News outlets and ASMR viewers discussed it, while Ogilvy claimed first-week organic impressions and higher college sales. The film later entered museum exhibitions in Stockholm and London.

Proxy date; not a directly measured attention peak.

Apr ’17AugNovJun ’18SepFeb ’19OctSep ’20Nov ’21Mar ’23Oct ’24May ’26OctYouTubePressOpen webRetail
YouTubePressOpen webRetail

13 more events on this chart

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Timeline (16)

  1. August 2017

    IKEA USA seed · Aug 8 ’17

    IKEA USA posted a whispered tour of dorm furnishings made with Ogilvy New York.[1][2][3][21]

    “Oddly IKEA”: IKEA ASMR
    Open the first post ↗

  2. Adweek press · Aug 8 ’17

    Adweek covered the campaign on launch day and described its product sounds and dorm-room target.[4]

    Ikea Just Made a 25-Minute ASMR Video, and It’s One of the Most Satisfying Ads Ever

  3. The Verge press · Aug 9 ’17

    The Verge covered the film and linked five shorter videos, with more scheduled weekly through September 5.[5]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 20 sources · Score 47
Origin
Seeded
Sector
Home & lifestyle
Region
US
First-week organic impressions (Ogilvy claim)
88M
Self-reported · The Caples Awards / Ogilvy
Evidence
Grade B

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YouTube · 2023

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39M impressions

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YouTube · 2024

43
A Cardi B lip gloss ad that ended with a mock news report about men misusing Duck Plump.

2M views

Dr. Squatch Nick Cannon Ball Insurance

Instagram · 2024

42
Dr. Squatch on Instagram: "It’s official! I have the most valuable balls in the world! @drsquatch has insured them for $10M through their Ball-to-Ball Coverage. Visit http://drsquatch.com/balls to…

12B impressions

New cases, every week

How the next thing spread, the week it does.

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Apr ’17AugNovJun ’18SepFeb ’19OctSep ’20Nov ’21Mar ’23Oct ’24May ’26OctYouTubePressOpen webRetail
YouTubePressOpen webRetail

13 more events on this chart

Join free to see them

  1. August 2017

    IKEA USA seed · Aug 8 ’17

    IKEA USA posted a whispered tour of dorm furnishings made with Ogilvy New York.[1][2][3][21]

    “Oddly IKEA”: IKEA ASMR
    Open the first post ↗

  2. Adweek press · Aug 8 ’17

    Adweek covered the campaign on launch day and described its product sounds and dorm-room target.[4]

    Ikea Just Made a 25-Minute ASMR Video, and It’s One of the Most Satisfying Ads Ever

  3. The Verge press · Aug 9 ’17

    The Verge covered the film and linked five shorter videos, with more scheduled weekly through September 5.[5]

  1. owner response · Aug 9 ’17

  2. peak proxy · Aug 10 ’17

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Why it worked

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