During the week of the matches between the Italian and the Swedish national teams, IKEA Italia went wild on social media, conquering users thanks to a campaign with an impertinent, comical tone. For the first match, IKEA published a post referring to the famous “biscuit” of Euro 2004. After the decisive match and the exclusion of the Azzurri from the 2018 World Cup, IKEA tried to resolve the problem of Ventura’s missing resignation with a second post that was even more provocative. The campaign, which ended with a mini in-store event to make peace with Sweden, in addition to collecting a huge number of likes, comments and shares, also bounced across TV and the main Italian and international newspapers. All thanks to two simple organic posts.