Big brands must continue to find unique ways to engage customers off-site if they wish to remain relevant. IKEA identified high-value keywords to help attract visitors searching for room updates, kitchen remodeling, and house and space style ideas—and the Home Tour Series was the solution. Each makeover episode is filmed on location and features the IKEA Home Squad, a fun group of professional designers who visit IKEA customers in their homes to assist them in the design of their overall living space or makeover of a room. To participate, customers upload a family video and choose their home region or city through the contest portal on the site. Along with these home makeover episodes, the Squad regularly posts design tips, keeping the overall site fresh with design-centric, promotional content year-round.