“IKEA slid into Canadians’ DMs with a classic ‘u up?’ text. Yes, really.”
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IKEA

u up?

If you saw this, you probably need a better mattress.

Late at night on February 14th (Valentine’s Day), we worked with IKEA to slide into people’s DMs in the middle of the night. Anyone who responded got a deal on a new mattress.

Results & Recognition

  • +17%

    YOY increase in online visitation

  • +36%

    YOY increase in mattress sales

  • +2.2%

    pt increase in awareness

The Clio AwardsThe One Show awards logoStrategy awards logoThe Andys Awards logo
A cellphone on a plain background with the words “u up?” sent from IKEA in someone’s Instagram DMs.
A downtown billboard with a text bubble saying, “u up?” and detailing an IKEA offer, “Get some sleep with 15% off mattresses until February 23.”

More Work