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...