Home renovation happen year-round — and to remind homeowners of their options, Magnolia founders Chip and Joanna Gaines, along with James Hardie, a home-siding company, are launching The Magnolia Home | James Hardie Collection.
Joanna Gaines curates the collection.
The launch includes a multichannel ad campaign running across social and digital channels. Ogilvy handled creative consultation and the ad campaign. Magnolia’s production company, Blind Nil, handled the production of the videos.
Advertising will be featured on Facebook, Instagram, Pinterest and YouTube, as well as social channels NextDoor and Houzz. The new video series features the Gaines promoting their work while enhancing curb appeal.
The target is homeowners in the U.S. and Canada.
The timing of the campaign reflects a James Hardie nationwide survey conducted earlier this year. It claimed 70% of homeowners wanted their exteriors redone, citing severe weather concerns and desire to protect their home from the elements, as key to home-renovation choices. Hardie found millennials and parents are fueling the boost in renovations.
Sean Gadd, president of James Hardie North America, said teaming with Magnolia Home will “empower homeowners to dream big. ... This collaboration marks a significant step in our shift to a consumer-focused brand that inspires homeowners and elevates exterior design.”
Magnolia, the lifestyle brand home, is jointly owned by the couple and Discovery. The Gaines become known for "Fixer Upper" on HGTV.