IKEA slid into Canadians’ DMs with a classic late-night text to surprise them with a deal on IKEA mattresses. The cheeky social stunt reached sleepless Canadians in the middle of the night, surprising and delighting those who were playful enough to respond with a limited-time 15% offer on mattresses and sleep comfort products. So far, IKEA has sent over ~500 DMs to Canadians who engaged with their initial Instagram post (paid and organic), with over ~2,500 interactions as of February 21, 2025.