We are pleased to announce that HGTV; one of Discovery Inc’s preeminent brands picked up a gold award at The Internationalist Awards For Innovation In Media with its Dream Home campaign.
This is the eleventh year of the awards, where the Internationalist celebrates the boldest, brightest and most effective work from across the world over cocktails and dinner earlier. With over 400 case studies submitted for the award from 32 different locations worldwide, all entries were judged based on their innovative strategy, solution and results, so its no surprise we were very excited to learn that HGTV’s campaign, powered by Wayin was selected as a winner!
With a little helping hand from Wayin, Discovery devised the HGTV Dream Home giveaway, offering its viewers the incredible chance to win a fully-furnished waterfront paradise in Merritt Island, Florida. HGTV didn’t just want to know what their customers have done in the past, they wanted to know what they intend to do in the future. So they devised the HGTV Dream Home giveaway to accrue marketing opt-ins and preference insights that has been intentionally and proactively shared by the consumer. Empowering them to build direct relationships with their consumers, and in turn, better personalize their marketing efforts, services, offers and product recommendations. As it comes directly and willingly from the consumer there are no intermediaries, no guesswork.
The aim of the campaign was to load HGTV’s CRM, marketing automatons tools and DMP with high-quality first-party data and preferences insights so they could better understand their customers and trigger more personalized marketing in the future. HGTV received a staggering 300 million+ campaign entries.
“Wayin has allowed us to securely collect customer data and activate key audiences. We have experienced an uptick in response rates and customer engagement as a result.”
– Joshua Eldrige, Business Intelligence Director, HGTV
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