On January 4th, Calvin Klein released its Spring 2024 Campaign featuring actor from "The Bear" Jeremy Allen White. Jeremy’s recent rise to A-List stardom saw him become culture’s latest sex symbol. So needless to say, when Calvin Klein’s ad dropped featuring him lounging on a red corduroy couch on a New York City rooftop, the internet got talking. But, people weren’t just talking about Jeremy’s abs – they wanted to know more about the red corduroy couch. Facebook reacted immediately by sourcing the exact couch from the shoot, listing it on Facebook Marketplace, and promoting it via social and PR. Within minutes, everyone was talking about it. Thousands of inquiries flooded the inbox, but even better than that? Thousands of people had shared and posted the listing. This couch went from Facebook Marketplace to TikTok, the New York Times, TMZ, Hypebeast, the Drew Barrymore Show, and beyond. We had successfully embedded the Facebook brand into a viral cultural moment while directing traffic straight to the Facebook app all while reminding the world of the magic found on Facebook Marketplace.