The late-night text that sold mattresses

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This is Luv, and here’s your weekly Marketing Shot :)

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Let me take you back to February 2025. Valentine's Day was just around the corner, a time when brands usually flooded our feeds with pink hearts, chocolate boxes and cheesy promotions. But IKEA Canada decided to do something entirely different.

Instead of targeting couples, they went after a completely different, heavily ignored demographic: the late-night scrollers. The insomniacs.

They took one of the most infamous late-night texts in modern dating "u up?"

Here’s what they did.

During the prime sleepless hours of 10:00 PM to 5:00 AM, IKEA started DMing Instagram users who were online. They sent a simple: "u up?"

Imagine getting a late-night text from a massive furniture retailer. Naturally, people were curious and replied.

When they did, IKEA replied: "If you're seeing this, you need a better mattress."

But they didn’t stop at just a clever joke.

They rewarded the banter. Anyone who engaged in a fun, late-night chat with the brand was gifted a completely free mattress.

For everyone else, they rolled out a flat 15% discount code.

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv