In early January, Calvin Klein dropped its Spring 2024 Campaign starring Jeremy Allen White — shirtless on a red corduroy couch on a New York City rooftop. The internet exploded. And on Facebook, we moved fast.

The stunt was simple: we sourced the exact couch from set and listed it on Marketplace for free. Within minutes, the listing went viral. Within 24 hours, organic videos were racking up millions of views. Every media dollar Calvin Klein spent became earned media for Facebook.

After thousands of inquiries — including offers of souls, kidneys, and a million dollars — Facebook chose a buyer, Fernanda. The Drew Barrymore Show caught wind and asked to swap Drew's regular couch for the iconic red one, presenting it to Fernanda live on national TV alongside Jamie Oliver and Chrissy Teigen. Yes, Chef.

With $0 spent on media, talent, or production, we found the couch and let the internet do the rest — generating over 2.7 billion in earned reach and nearly $14 million in earned media, earning over 30 awards.

AWARDS

Cannes Lions, Gold, Silver, Bronze

Clio, Gold, Silver, Bronze

Cresta Awards, Grand Prix (2 categories), Gold (6 categories), Silver (2 categories)

D&AD, Wood Pencil, Graphite Pencil (2 categories), Wood Pencil

LIA, Gold, Silver, Bronze (2 categories)

NY Festivals, Gold, Silver, Bronze

One Show, Silver (2 categories), Bronze

Webbys, Winner

PRESS

"Yes, THAT COUCH is on Facebook Marketplace." — Hypebeast

"The most coveted couch on planet Earth right now." — The New York Times

"Never has a couch excited the world so much." — Design Taxi

"The hottest seat in town is available on Facebook." — The Washington Post

"Be the proud owner of the infamous red corduroy couch." — The New York Post