When Japan gave IKEA’s orangutan plush to an abandoned, lonely monkey, “Punch,” the internet went wild.

People couldn’t get enough of how sweet it was seeing Punch comforted by the toy, and the photos quickly started doing the rounds online. IKEA didn’t waste a second; they jumped straight in while the spotlight was on, leaning into the moment across their global social teams. Posts rolled out from Switzerland, Spain, Hong Kong, Singapore, and the Philippines, all striking a warm, heartfelt tone that matched exactly how everyone was feeling about Punch and his new little companion.

Looking back, the response pulled in millions of views and clicks and has become a great example of how to jump on a viral moment fast, work it globally, and still keep it feeling relevant and human.