To support the fourth season of its relentlessly watchable and seemingly unstoppable series Fixer Upper, HGTV initiated a social and cross-platform campaign which leveraged its completely fanatical community of fans with a grassroots portfolio of experiences. This included daily countdowns, fan polls, outtakes, sneak peeks, Insta-Takeovers and Facebook LIVE broadcasts. The campaign also activated social media and celebrity influencers, on-air and print support within the HGTV network, an extensive off-channel campaign using digital promos, banner and video ads, and Google AdWords. In all, the season attracted more than 27.5 million total viewers, making it the second highest rated season of the show to date. Social engagement was through the roof as well, gathering more than 408 million potential Instagram impressions, an average of 3 million Facebook video views, and more than 20 million Facebook impressions realized from related posts.