HGTV’s #lovehome Brand Campaign
During the upfront season, HGTV set out to reach a mix of female and male viewers with this well-rounded campaign touting the joy of a good home, going beyond just home décor and home improvement and into the realm of home as “a state of being.” To achieve this, the network made use of spots on national TV and radio, and outdoor signage, as well as digital channels such as Hulu, Vevo, Data Xu, Google Search, CrowdTap, SocialVibe, and the list goes on. HGTV also smartly reached out to key bloggers and asked viewers to submit their own home photos, garnering a whopping 184,000 uploads on Instagram using the #lovehome hashtag. Results also included HGTV’s highest rated April ever, with primetime viewing up 4% over 2012, and helping to cement the 7th year in a row that HGTV was the #1 network for upscale women 25-54.
