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Setting out to change the lives of US families with a road tour and video series.

Furniture company IKEA, which calls itself the Life Improvement Store, is embarking on a new project to make the lives of a lucky group of Americans change for the better.

The Swedish brand set five American employees on a yearlong road trip to give families in need a home makeover using merchandise from the local Ikea store. The tour will run through cities such as Atlanta, Baltimore, Washington and Philadelphia and will involve the teams helping with the planning, decorating and assembling the furniture for the the makeover rooms.

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The campaign, titled Ikea Home Tour, is being made into a documentary series to be produced by creatives within the IKEA head office. It will air on a special YouTube channel. It will have its own hashtag, #IKEAHomeTour, and be promoted via the brand’s Instagram and Twitter feeds.

The team behind the project also aims to highlight the company’s ethics and use it to make consumers understand their appreciation for diversity in America. For example, one of the first episodes to air will feature a male couple from the Bronx who are about to get married.

Leontyne Green Sykes, Chief Marketing Officer at IKEA U.S., explains the thinking behind the idea: “We wanted to reach even more consumers with our different solutions and demonstrate the unique ideas we have at Ikea to make everyday life at home better.”


Watch the trailer below and subscribe to the Ikea
Home Tour YouTube channel by clicking here.

[h/t] NY Times, Phillymag



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