Known for its playful and innovative advertising, the Swedish furniture maker has discovered a way to boost brand visibility without relying on traditional budgets.

Ikea has added a fresh twist to its marketing strategy by turning everyday windows into out-of-home advertising spaces.

At the heart of this idea is the concept of ‘sleepfluencers.’ Ikea invited everyday people to participate by offering them free roller blinds in exchange for displaying them on their windows at night.

These simple roller blinds featured images of sleep-related products like pillows, duvets and mattresses. When hung on windows, they transformed the facades of homes into eye-catching billboards, showcasing Ikea’s products to passersby while the residents slept.