IKEA Canada's late-night social campaign rewards night owls and early risers but faces trust challenges in an era of online scams and AI-driven deception.
IKEA Canada has embraced the spirit of late-night connection with its latest social campaign, transforming a familiar text into an unexpected gesture of generosity. In collaboration with creative agency Rethink, the brand reached out to night owls in an unconventional way—by sliding into their DMs with a simple, cheeky message: “u up?” Between 10 PM and 5 AM, those who engaged in a bit of playful back-and-forth found themselves rewarded with more than just conversation. Some lucky participants received a brand-new mattress, while early risers who replied after 5 AM were treated to exclusive discounts. “At a time when sleep—or the lack thereof—is top of mind, we wanted to engage people in a way that felt natural and relevant,” explains Robbie Percy, group creative director and partner at Rethink. “The classic ‘u up?’ text felt like the perfect playful invitation to start that conversation.”
Campaigns like IKEA Canada’s face a new layer of complexity due to AI-driven social engineering tactics. While the campaign was warmly received, some comments revealed a growing mistrust in digital interactions, with users expressing scepticism about the legitimacy of the messages. Comments such as “I wouldn’t have believed it was IKEA” and “I would’ve thought it was a scam” highlight a broader trend in which even well-established brands struggle to maintain trust in an era of increasing online deception. Advances in AI have significantly lowered the barrier to entry for scammers, making it easier than ever to create convincing scams at scale. This growing accessibility has contributed to a surge in phishing sites—up 138% since the launch of ChatGPT in 2022, according to McKinsey & Company—underscoring the increasing sophistication of these scams. How can brands navigate the prevailing narrative of distrust, especially when engaging in proactive outreach with their customers? In this climate, it’s no longer enough to rely on recognition alone. Brands must actively reassure consumers by providing clear signals of authenticity, such as verified accounts, secure communication channels, and proactive education on potential scams. By taking these steps, companies can foster trust and confidence in a digital landscape where familiarity is no longer enough to guarantee credibility.