Viral home goods marketing: Newsjacking

Cases
12
Median Spread Score
40
Most started on
Instagram50%
First post to peak
5 days

By mechanic

All44Scarcity drop18Controversy17Newsjacking12Response chain11Transgression11Resale market7Pairing7Identity badge7Visible in use7Real-world spectacle7Dupe economy6

IKEA: Made from husband material

48
IKEA Australia on Instagram: "If you know, you know"

Gustaf Westman Baguette Holder

45
Gustaf Westman on Instagram: "Made a baguette holder for my Paris pop-pop! 🥖 3 RUE CUNIN-GRIDAINE, Saturday and sunday 11-19"

Miracle-Gro Full Bush Summer

42
It's a #FullBushSummer with @Miracle-Gro #ad

1.35B impressions

IKEA Game of Throws

41
‘Night gathers, and now my watch begins…’ The loyal SKOLD rug – as worn by the IKEA Night’s Watch

778M impressions

IKEA’s Punch found-family campaign

41
IKEA India on Instagram: "The world loves you, Punch! 🐒🧡🦧 #がんばれパンチ #KeepGoingPunch"

55M impressions

I Buy My Own Batteries

40
Don’t settle for anything less than premium, and that includes your batteries too. #TeamAriana

6.7B impressions

IKEA x Severance

39
IKEA India on Instagram: "Innie or outie, everyone deserves privacy. #severance #severancetheories #severanceseason2 #IKEA"

21M impressions

IKEA Throws in a Towel

36
IKEA UK on Instagram: "Introducing the new VINARN Towel Skirt A 2024 Spring fashion essential #TowelSkirt #IKEAUK #Fashion"

900M impressions

IKEA: U up?

36
Agency photograph of a phone showing IKEA’s u up? Instagram message.

4.5M impressions

IKEA Bookbook

32
IKEA Bookbook 2015 catalogue advertisement: the original touch interface. Contemporary campaign creative, preserved in a later creator portfolio.

12M views

Oddly IKEA ASMR

31
“Oddly IKEA”: IKEA ASMR

88M impressions

OMHU: The Iconic Dupe

27
How a campaign about lookalikes became a lookalike contest

38.8M impressions

More collections

Newsjacking in every industry