Sliding into someone’s DMs (direct messaging) tends to have a flirty connotation, suggesting a way to connect with a stranger or acquaintance that the sender finds appealing. Considering the possibilities of brand love, perhaps it comes as no surprise that the idea of sliding into DMs is getting a corporate makeover, leveraged by brands that find certain consumers particularly appealing, and that hope the consumers might feel the same way.

One comparatively traditional use of the DM channel involves brands asking various influencers to go on a “date,” such as at special collection introductions or pop-up events. Such uses have become almost commonplace in the fashion sector. For example, the producer–musician–entrepreneur–fashion designer Pharrell Williams reached out to a talent scout, promising an inside look into the production of Louis Vuitton’s latest men’s show. (Williams has been the creative director of menswear there since 2023.) Maison Margiela reportedly sent an invitation to a show to a critic, and Dior solicited another critic to get a preview of the inspiration behind upcoming designs. When influencers agree to the “dates” with these brands, they likely report on their experiences, rather like a regular person might detail how their romantic encounter went with their friend group. But influencers are spilling the proverbial tea with their many followers.

Beyond high fashion, reliance on DMs often takes a more comedic, lighthearted, and even slightly risqué tone, as exemplified by IKEA’s campaign to promote its current selection of mattresses. Some Canadian users received a message late one evening that simply read, “u up?” Those night owls who chose to respond received coupons for a new mattress, with deep discounts and even offers for them to receive the furnishings for free.

Because DMs are not one-way channels, it’s also possible for consumers to hit up brands in their corporate accounts. A student at Texas Christian University, reportedly inspired by a project for his communications class, decided to start up a conversation with Pop-Tart’s Instagram page directly. To convince the brand that he was the right partner, he presented an idea for a new campaign. Three ad mockups that he had designed offered clever, creative takes on the snack brand’s “Crazy good” slogan, showing animated Pop-Tarts engaged in adrenaline-inducing activities, like surfing or riding on the back of a shark. We know this because the solicitation worked: Pop-Tarts went Instagram-official with him, by featuring his artwork in its own Instagram stories. 

Discussion Questions 

1. What are some other innovative ways companies might use direct messaging to build brand awareness?
2. Can such DM-based interactions and partnerships drive brand awareness in a meaningful way? Why or why not? 

Sources: A’bidah Zaid Shirbeeni, “IKEA Sends Late-Night Naughty ‘U Up?’ DM to Insomniacs,” Marketing-Interactive, February 21, 2025; Madeline Schulz, “Why Luxury Brands Are Sliding Into the DMs,” Vogue Business, July 3, 2025; “TCU Student’s Pop-Tarts Ad Goes Viral After Bold Instagram DM Pays Off,” Fort Worth Inc., May 15, 2025