DIY Network

Who could resist a show placing 1990s rapper Vanilla Ice in the middle of Amish country to learn about old-school construction? Actually, a number of us probably could resist that, which is why DIY Network’s excellent marketing around this quirky show was so vital to its success. DIY blasted spots across DirecTV and DISH to gain quick national reach and amped up its on-air presence even more in the week before the premiere. It smartly prioritized the Adult & Male clusters of networks, focusing on Fringe and Prime Time dayparts, which enable reaching a dual audience across a diverse environment. The results truly speak for themselves, with this five-episode series posting triple-digit growth vs all benchmarks for A25-54. On the PR and marketing side, efforts generated more than 200 million impressions, 70% of which were in priority markets or outlets, with segments running across everything from “Good Morning America” to “OMG! Insider.” The New York Times even published a multi-page feature and review of the show—and influential pop-culture magazines like OK!, Entertainment Weekly and In Touch Weekly all wrote about the show.