HGTV spotlights brands in almost all of its shows, but the network had never produced a special with one of its advertising partners before.
That will change in 2018, when HGTV airs Home United, a 30-minute special produced with Wayfair that features home renovation stars Chris and Peyton Lambton helping a newlywed couple merge their design styles.
The show, which airs at 10 a.m. on Saturday, Jan. 6, will feature furnishings and décor from Wayfair.com, which sells more than 8 million items for the home. It will also incorporate Wayfair’s Idea Boards, which allow users to curate and save products from the site.
Wayfair’s website will include a curated collection of items featured on the show.
The idea for Home United came out of a brainstorming summit between HGTV and Wayfair, which have been partners for several years. “We were both looking for ways to give the consumer more ‘shoppable’ ideas within a show,” said Donna Stephens, svp of ad sales, Scripps Networks Interactive.
That led to HGTV doing something it had never done before: producing a special with a brand partners.
“Typically, advertisers do not have the opportunity to get on the ground floor with networks on program content creation. Product placement into existing storylines is most common,” said Courtney Lawrie, director of brand marketing, Wayfair. “We felt this was a great opportunity to differentiate together, and provide HGTV viewers something they haven’t seen before on the network. In partnership with HGTV, we’re able to showcase how Wayfair can help create a home you love … even when there are style discrepancies amongst homeowners.”
While this co-production is new territory for HGTV, this isn’t Wayfair’s first time teaming up with a network in this way. A year ago, Wayfair launched a branded content series with Lifetime, called The Way Home.
Chris and Peyton Lambton—Bachelor and Bachelorette alums who later hosted HGTV’s Going Yard—“went through the exact challenges when they got married” and were the ideal pair to help the couple navigate the merging of design styles, said Stephens.
“Wayfair has such a large variety that it made it easy for the homeowners to capture their dream look,” said Stephens. “Throughout the show, the viewer received helpful information and solutions for their own home design dilemmas. That’s what both HGTV and Wayfair wanted: to give viewers information that helps them work through their challenges.”