Yes, Couch!

Agency: Mojo Supermarket | Creative X
Client: Facebook

With a long-term objective for all marketing to get young adults to consider Facebook for social discovery, the short-term objective for this campaign was to get the attention of this demographic in a disruptive, non-traditional way that centered Facebook in a cultural moment.

Calvin Klein’s Spring 2024 campaign featured 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. The idea was so good, those same young adults did all the work themselves, sharing and posting about it leading to stratospheric organic pickup.

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.