In 2025, IKEA was up against a major mattress sales deficit, so we launched a campaign that got Canadians to consider swapping out their current mattress for IKEA. We sent over 3 million "u up?" messages via Snapchat and Instagram, offering 15% off any IKEA mattress to respondents.

Our goal at the outset was simple: position IKEA in the cultural conversation around sleep while driving mattress sales. The results exceeded expectations. The campaign went viral, generating millions of impressions, competitor responses, and global sharing. It was featured in marketing and mainstream publications, creating substantial earned media.

With only $4.5k in production, “u up?” drove a 17% increase in online visits and a 36% boost in mattress sales year-over-year. That's a lot of mattresses – and a lot of better rested people.