In lieu of buying commercial airtime, Wayfair and its members-only home goods brand Joss & Main have integrated product into HGTV shows Brother vs. Brother and Flipping The Block. The show integration kicked off in June and the response rate has more than doubled.
“We have partnered with HGTV to close the gap between content and commerce in the home design and renovation category,” said Niraj Shah, CEO and co-founder of Wayfair. “It’s the perfect marriage of brands as we match popular HGTV programming with Wayfair.com’s online shopping experience to bring inspiration to life for all shoppers.”
HGTV features Wayfair.com products in a pop-up shop and on a design truck as part of Brother vs. Brother’s Design Town, where contestants shop for products to bring their interior design visions to life. This integration also includes Daily Sales events on Wayfair.com.
“We have already seen an unprecedented spike in web traffic that correlates directly to our HGTV program integration,” said Nancy Go, VP of Brand, Wayfair. “The Brother vs. Brother premiere was a homerun for us and we look forward to further success throughout the season and with the debut of Flipping the Block. The synergies between Wayfair’s family of brands and the HGTV brands are incredibly strong and together we can deliver relevant and timely content to program audiences in a very complementary way.”
“Wayfair.com fits naturally within the context of our programming, so we were willing to deliver a more in-depth integration,” added Donna Stephens, Senior VP of Ad Sales, HGTV/DIY Network. “Like HGTV, Wayfair.com addresses the entire spectrum of design styles and price points so it is uniquely positioned to help our viewers bring HGTV ideas to life in their homes.”