In the middle of the night last Friday, IKEA sent direct messages on Instagram to selected Canadians who were awake, offering them a free mattress. Dubbed the “u up?” campaign, IKEA is using the social stunt to capture the attention of those looking for better sleep solutions while also highlighting the brand in a competitive market.

About 500 messages were sent to Canadians who were awake and scrolling Instagram between 10 p.m. and 5 a.m. Some users were offered a free mattress, while all were notified of a 15% discount on mattresses and sleep products. The retailer extended the free mattress offer to social media influencers, who helped create additional buzz around the interaction.

Caroline Friesen, partner and group creative director at Rethink, which handles strategy and creative for IKEA, tells strategy that the goal is to build resonance with customers as the mattress sector becomes more competitive.

Unlike previous campaigns, Friesen notes that this one differs in its focus on an individual product, when often several products are highlighted at once. However, it is aligned with the brand’s current positioning, which consists of engaging customers in the places where they spend the most time, such as social networks.

Jacqueline Wark, director of marketing communications at IKEA Canada, added that the social stunt builds on the company’s efforts to stand out as a brand that offers home products at an affordable price.

In January, the retailer launched the “It’s Actually IKEA” campaign, which drew on high-end lifestyle brand advertising tropes to promote IKEA’s high-quality and affordable design. IKEA aimed to create emotional resonance among Canadians with a holistic video strategy that included OOH, broadcast TV, online video, and social media.

And earlier, in June 2024, the company rolled out “Coming Home” to highlight the low cost and variety of its kitchens while also demonstrating how its products fit into customers’ lives. The 360-degree campaign comprised of OOH ads, as well as spots on Pinterest and Tiktok to reach an audience that is usually more engaged, according to the brand.

In 2024, IKEA Canada also invested more than $80 million to lower prices on more than 1,500 products across its range. This year, it said it is investing more than $50 million to lower prices on more than 550 SKUs.

The new campaign is supported by social media promotion and OOH ads, with Carat handling the media. Rethink PR supported PR for the campaign.