Make it Home
Motion media, content creation, and in-store signage for a fictional HGTV spring campaign.
An integrated network experience
Design Objective
Design an integrated network experience for HGTV that will go live throughout the spring months.
Campaign Overview
This fictional HGTV experience is a spring time campaign inspired by the idea of making home, your home. It provides easy and quick ideas for renters and home owners alike to update their spaces while creating awareness for the HGTV network brand. By extending the Make It Home network IDs to multiple media channels the HGTV brand awareness will grow as fans become immersed in the Make It Home language.
Designing For
Ruby, 37
A fan of HGTV who loves to switch up her home decor whenever her kids are at school. She enjoys making unique design decisions like painting her interior doors yellow and mixing every pattern in the book.
The Avery Family, 28 + 26
These newly weds just purchased their first home and are already planning to take on a home renovation, they are constantly on the search for easy-to-do design decisions in their home.
Network IDs
Fans of the HGTV television channel will first be introduced to this campaign with the running of four 15-second network IDs. These network ideas consist of simple line drawings to illustrate 4 rooms within a household: the living room, bathroom, bed room and kitchen. Each space takes on its own light and bright color story as the animation begins to switch out decor pieces to illustrate how easy it is to make your space feel like home. The ending HGTV logo animation continues to use the line drawing aesthetic while introducing a brush on texture that will be present throughout the rest of the campaign.
Instagram Video Content
After the networks have been live for a few weeks, HGTV fans will begin to see the campaign in their social media feeds, introducing different ideas for an easy-to-do home decor update or remodel. Again, these posts will take place within 4 major rooms of the household with potential to move outside and to other spaces within the home.
Using animation techniques, rooms are transformed with a simple switch in paint color and ideas for transforming a room by using pieces you found during spring cleaning. The copy for each of the social posts helps to inspire followers to try these techniques in their own space.
Lowe's In-store campaign integration
To bring the campaign outside of the individuals home and personal setting, a cross-brand partnership is established with a Lowe’s in-store campaign integration. Partnering with HGTV's sister brand HGTV Home and existing partner, Sherwin Williams paint, the Make It Home campaign is able to expand outside of the audience’s home. By using in-store signage within the already existing space, this integration helps to promote the HGTV Home x Sherwin Williams partnership while connecting it back to the HGTV television experience.
The signage features the 4 previously mentioned rooms and shows an in-process photo of the rooms being painted or items within the room getting a new coat of paint. The branded hashtags at the bottom of the signage encourage painters to share their finished product on social media.
Paint Swatch Campaign Extension
In order to further this experience and bring it back into the home, the home shaped paint chips of the HGTV Home x Sherwin Williams partnership will feature Make It Home branding along with another invitation to share the final product on social media with the same hashtags. This campaign has the ability to work full circle, starting within the home, existing in the ‘outside world’, and then once again entering the personal setting of the home. There are multiple opportunities to get fans involved on social media by interacting with HGTV content as well as posting their own content to share with their friends, families, and followers.
