While Marie Kondo had everyone tidying up their homes, the bedroom remained the most intimate space people were putting off. Our revelation? People dream of fully reorganizing their bedroom – the idea of it was getting them an emotional high.

Because taking control of their intimate space got them satisfaction far beyond the category's tired "perfect sanctuary" promise, we created "The Kama Sutra of Bedroom Organization," a playful guide that treated storage solutions like foreplay for your space. Through suggestively named arrangements and cheeky influencer partnerships, the campaign positioned IKEA as the expert who helped everyone get their organizational bliss – no judgment, just solutions.

The campaign's fresh take generated serious buzz, driving both online engagement with IKEA's solutions and in-store visits, while establishing IKEA as an expert in bedroom satisfaction.