Calvin Klein released its Spring 2024 Campaign featuring "The Bear" Jeremy Allen White, catapulting him into sex symbol status. When Calvin Klein’s ad dropped featuring him lounging on a red corduroy couch on a New York City rooftop, the internet got talking. But, people weren’t just talking about Jeremy’s abs – they wanted to know more about the red corduroy couch.

Facebook reacted immediately by sourcing the exact couch from shoot and listed it on Facebook Marketplace. Within minutes the post started to become viral. With $0 spent on media, production or talent; the activation garnered 2.7 BILLION in earned media impressions with 90% positive sentiment.