While research what consumers were saying about their brand, one Ikea store in the UK found a humorous Facebook group with almost 100,000 people called “I Wanna Have A Sleepover In Ikea.”

With that information, Ikea did something simple. They gave the people what they wanted!

The store hosted a massive slumber party at the store, including manicures, bedtime story readings by celebrities and treats galore. Members of the Facebook group were delighted and surprised that the brand actually executed the event.

The Ikea sleepover was more than just a fun event, however. After discovering that the average customer spends less than 10 minutes choosing a bed and mattress, Ikea smartly used the party as an opportunity to turn the casual fans into educated customers and then full-fledged advocates. They had all members of the sleepover take time learning about the variety of Ikea mattresses and bed frames, letting them choose their place to snooze for the night.

Any brand can learn from Ikea’s slumber party by taking the valuable comments consumers are making on social media and using them to better appeal to the customer.

So, brands, listen to what people are saying about you — and then validate positive comments, execute proposed ideas or defy negative comments. Most of all, just show the people you are ready to engage in more than frivolous conversation.

Watch the video able the Ikea Facebook Fan sleepover here.