As part of HGTV’s Dream Home 2019 Sweepstakes, HGTV partnered with Wayfair to create a holiday-themed convergent shoppable content experience and enter-to-win activation in order to build customer excitement and highlight Wayfair as a marquee partner of the HGTV Dream Home. The goal of the partnership was to create holiday-themed marketing assets, shopping extensions, as well as lead generation opportunities for Wayfair, leveraging the equity, reach and scale of HGTV Dream Home. As the first convergent campaign for HGTV’s Dream Home, the Wayfair partnership sought to engage viewers to create a home they love for the holidays while highlighting Wayfair’s line of products during the key shopping period.
The HGTV Dream Home 2019 and Wayfair Holiday Partnership was a convergent shoppable seasonal content experience and enter-to-win activation to support Wayfair during the holidays. The campaign included on-air, digital and social custom content all pushing to the HGTV Dream Home 2019 content hub on HGTV.com. On linear, a 30-second spot featuring Brian Patrick Flynn, designer of the HGTV Dream Home 2019, was created to detail holiday-themed DIY tips and tricks to decorate a home entrance with Wayfair products.
On the HGTV Dream Home 2019 content hub on HGTV.com, the Wayfair holiday décor and furnishings that were used to decorate the HGTV Dream Home in Whitefish, Montana, were showcased in a photo gallery that included e-commerce integration driving directly to these products on Wayfair’s website. The content hub was also used to drive traffic to the Wayfair’s Dream Home for the Holidays Sweepstakes, in which fans could enter to win daily prizes as well as a grand prize of a $2,500 Wayfair gift card. Additionally, three 30-second videos were produced for multi-platform distribution across HGTV Network, HGTV’s social handles, HGTV.com, and Wayfair’s owned and operated platforms. Each video featured holiday related tips and how-to’s showcasing Wayfair products from HGTV Dream Home 2019.
On social, the HGTV Dream Home 2019 and Wayfair Holiday Partnership featured three co-branded social posts for HGTV’s Facebook and Instagram driving to the pop-up shop on HGTV.com. Additionally, HGTV’s Instagram posted two Instagram Stories featuring Brian Patrick Flynn that drove to the holiday tips and pop-up shops. This content launched two weeks prior to the launch of the HGTV Dream Home Evergreen content, the day before Thanksgiving 2018, in order to capitalize on the Black Friday shopping and holiday decorating that follows an indulging Thanksgiving feast.
At the conclusion of the campaign, the Wayfair’s Holiday Sweepstakes ended with a +40% year over year increase in entries, +65% YOY increase in entrants and +83% YOY increase in opt-ins. The holiday e-commerce gallery was the top HGTV Dream Home 2019 photo gallery, averaging over 25 pages per visit. The success is attributed to a convergent campaign that maximized the assets based on the distribution platform, took full advantage of the breathtaking location of Whitefish, Montana and aligned the timing to capitalize on the key holiday period.