Gold
Award
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IKEA
Canada
2025
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Entrant Company
Rethink
Entry Type
Product/Service
Program
Clio Awards 2025
Medium Type
Professional
Medium
Creative Commerce
Category
Social Media
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.
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by Wendy Schwartz
by Wendy Schwartz
