How IKEA tapped into the f***boy playbook to sell mattresses

In partnership with

Hello Creative Souls,

Most ads show up where we don’t want them: mid-YouTube video, before your playlist, on that one random site you visit at 2 a.m. But the smartest brands? They show up right where the problem lives.

That’s exactly what IKEA did with its mattress campaign. Instead of running another “sleep better” spot, they went straight to people who were already awake, already restless, already scrolling. A cheeky DM: “You up?” followed by a mattress discount.

…and it didn’t stop there. Billboards popped up outside apartment blocks. The stunt expanded into Canada, Poland, and beyond. Competitors cracked jokes. Brands piggybacked. But IKEA? They laughed all the way to the checkout line.

Why This Hit So Hard

1. Context was the campaign.
They didn’t try to create attention — they tapped into the exact moment of insomnia where a mattress actually matters. Ads work best when they show up at the scene of the crime.

2. Tone walked a tightrope.
“You up?” could’ve felt creepy. But paired with mattresses, it landed as witty and self-aware, not invasive. Humor invited people in rather than alienating them.

3. Timing did the heavy lifting.
Late-night placement made the message feel organic, not forced. Right message, right mood, right moment.

#ad

You’re invited to the world’s largest email marketing conference.

Become an email marketing guru at the GURU conference. It’s two days full of all things email marketing. Learn more about newsletters, deliverability, design trends, AI, and what NOT to do with email.

What you can expect:

• Keynote Speakers: Nicole Kidman, Amy Porterfield & more!

• The latest digital trends in email marketing & how to increase performance.

• Networking opportunities - each day!

• Dj’s, dance contests (judged by Lance Bass, yes for real), breaking world records & MORE!

Spots are limited. It’s VIRTUAL. It’s FREE. It’s time to become an email marketing GURU. Join 25,000+ marketers on November 6th & 7th. Don’t miss out!

YES! I want to register!

#ad

The Guardrails for Stunts Like This

Clever is fragile. One wrong step and you’re the “tone-deaf brand” on Twitter the next morning. To pull this off:

• Relevance: The message has to connect directly to the product. IKEA wasn’t being random; insomnia is literally mattress territory.

• Tone: Keep it cheeky, not creepy. A wink, not a leer.

• Timing: Don’t shotgun the idea. Hit the moment where it feels natural.

And always test small before going global. The difference between a viral stunt and a PR disaster is often just… timing.

Figment’s Take

The “You up?” campaign is proof that you don’t need a massive budget to create massive impact. You just need the courage to be present at the exact moment your audience needs you.

Most brands still shout from billboards and wonder why no one’s listening. The better play? Whisper in the right ear, at the right time.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.