The IKEA Home Tour: turning employees into marketing stars

Stephen Whiteside

This event report outlines how IKEA, the furniture retailer, successfully put its employees at the heart of a content-marketing program.

The IKEA Home Tour: turning employees into marketing stars

Stephen WhitesideWarc

IKEA is famous for its self-assembly furniture – and its latest brand ambassadors, most appropriately, have been taken straight from it stores and transformed into content-marketing stars.

Beginning in April 2014, the IKEA Home Tour has seen a small group employees, each selected from the company's 40 branches across America, travel the country and solve home-design problems in a wide variety of living spaces. And the online videos that these team members both shoot and host have generated more than 18 million views to date.

"We've been...

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