Build Your World™. That’s the name of the first-ever national advertising campaign promoting Real American Hardwood® products. The campaign launched about a month ago by the Real American Hardwood Coalition on the Magnolia Network, the lifestyle channel owned by household names Chip and Joanna Gaines and entertainment conglomerate Warner Bros., to promote Real American Hardwood® flooring, cabinetry, furniture, millwork, and more.
Don’t know who Chip and Joanna Gaines are? Chances are the women in your life do. The Gaines’ are the stars behind the extremely popular HGTV series Fixer Upper that ran for five seasons and reached 16 million viewers each week. They left HGTV in 2018, at the height of the show’s fame, to focus on their family and other business ventures, but launched the Magnolia Network in 2022, bringing with them their legions of fans from across the globe.
Television advertising is a first for the hardwood industry, and the Magnolia Network provides a unique opportunity to reach an extremely targeted audience of home renovation viewers and purchasers. The ads are appearing on a variety of media platforms:
- Magnolia Network, HGTV, and Hulu.
- HGTV & Magnolia Network TVEverywhere apps.
- Discovery+ streaming service.
- Connected TVs and devices.
- Instagram, Facebook, YouTube, and Google Search.
In just our first month, the ads already are reaching millions of consumers:
- 12 million impressions
- 99.4% video completion rate (industry average = 50%)
- 82,000 website landing page views (from 50/day to 3,000/day)
- 2¢ cost per view (industry average = 88¢)
These results show that we are successfully reaching our intended audience of highly motivated home buying and renovating consumers. We thank those financial contributors that have helped us get this far, and ask those that have not to help us maintain our momentum by contributing today. Donate at https://realamericanhardwood.org/contribution-form/.