Stodgy staffing practices threatened to dampen morale and diminish IKEA’s image in China. IKEA renewed its approach by tasking co-workers to “find their extraordinary in IKEA” for a weeklong focus on talent. An engaging H5 WeChat game drew in audiences and sourced personal stories for social media and digital platforms.  TED-style talks, an online tool to experience leadership training, video montage, infographics on career development, and media outreach uplifted attitudes across the board. The campaign exceeded all expectations: 17,275 visitors to H5 page, 520K+ social media impressions, and participation from over three-quarters of staff galvanized IKEA’s preferred employer status.

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