IKEA asked us to launch a social-first campaign focused on its bedroom product range. The objective was both to promote the collection, and to communicate what IKEA calls “the sleep movement”: a movement that helps people sleep better. To answer the brief, we started from one simple fact: the use of smartphones damages our sleep. But checking social media is our favorite activity while falling asleep.

IKEA has a very active fan base: with our campaign we wanted to engage users giving them a useful, practical tool to sleep better; a social, nighttime service available right when they need it, where they need it.

To help people take their sleep back, we turned Instagram into a tool that makes them fall asleep.

On Instagram, we worked day and night in the name of sleep.

During the day, we shared IKEA’s bedroom range.

During the night, we fighted blue lights switching off our posts.

Then, we helped those users still on Instagram at night to fall asleep, through a series of 16 minutes, sleep-inducing, ASMR Stories.

RESULTS

REACH

7M

4M PEOPLE

USED OUR STORIES

COMPLETION RATE +4%

DESPITE THE 16MINS LENGTHS