We didn’t need to go far. A common sight at IKEA is shoppers testing out the beds, and even grabbing a sneaky nap while their partner looks around the store - a lazy, snoozy, captive audience that we could target.So as part of our promo, we created a guerilla component: pillows with pressure-activated, custom-made sound chips embedded inside them. When people lay down, the pillows ‘talked to them’.

Our talking pillows helped grow the Ikea Facebook page by 22,000 ‘likes’ – a 50% increase in fans, and importantly, sales were up 4.3% on the same period last year. Not bad for a little pillow talk.