Yes, Couch!

Agency: Mojo Supermarket | Creative X
Client: Facebook

Calvin Klein’s Spring 2024 campaign featured brand new sex symbol Jeremy Allen White from The Bear lounging on a red corduroy couch on an NYC rooftop. While an A-lister in tighty-whiteys caused the inevitable buzz, the unlikely hero of the shoot emerged as the slightly shabby couch he was draped across.

Clocking this buzz, Facebook promptly acquired the couch and listed it on Marketplace, promoting it across social media and PR.

And thus a viral sensation was born; thousands of inquires and shares propelled the couch to TikTok, TMZ, Hypebeast and the Drew Barrymore Show, with The New York Times describing it as “the most coveted couch on planet Earth.”

With a grand total of $0 spent on media, talent and production, this free activation led to 2.7 billion earned media impressions, with 90% positive sentiment, and boosted the app’s daily active users by 5.3%, adding 150 million users.