This Valentine’s, we helped Dutch dating app Breeze join forces with none other than Swedish Icons (no not ABBA, silly) – IKEA.

The perfect duo to help banish that renowned relationship wrecker: Bad Bed Etiquette….

Our quest came to life through in-bed, in-store dates at IKEA; based on Brits’ sleeping habits. Consumer research into these set the scene, revealing that big bedroom icks have driven a staggering 8 million Brits to break up with their partner.

As a result, we offered daters the chance to head off bedroom battles from the outset, by conducting their first dates in bed. All courtesy of the superior matching powers of Breeze, of course.

Editorially, the campaign was a huge success, generating 177 pieces of coverage with 100% positive sentiment.

On social, Breeze & Ikea posted collaboratively, driving buzz as a collective. Meanwhile, comedian Grace Campbell created paid-for content, which went live on her Instagram & Tiktok. Grace’s Instagram reel achieved an engagement rate of 0.54% & her Tiktok post 0.23%.

Finally, we also saw an organic social post from Secret London, which used our campaign as a hook for a vox pop Q&A!