Homesense

Typical HomeSense shoppers – women aged 25 to 54 – watch hours of home design and reno reality programming for inspiration when making their own decor purchases. MediaCom hypothesized that they must also dream of keeping a home as beautifully appointed as that of Bree Van de Kamp from CTV’s Desperate Housewives.

This insight led to the opportunity: leverage scripted programming as a platform for delivering home design inspiration/advice.

MediaCom engaged CTV to use its connections with producers of North America’s biggest scripted programs, securing access to sets and set designers from shows like Grey’s Anatomy, Private Practice and Desperate Housewives.

A series of custom 30-second spots was created, featuring the set designers describing their inspiration for some of the most recognizable rooms on TV and driving to webisodes online. The online clips delved deeper into the characters’ decor tastes, and demonstrated how to achieve similar rooms for up to 60% less at HomeSense.

To encourage engagement, a contest offered a viewer the chance to visit L.A. for the ultimate Hollywood studio tour plus spending money, and HomeSense gift cards to use when they return freshly inspired. On top of the brand spots, partnered content spots, web hub and contest, full-page advertorials ran in the Globe and Mail’s Saturday Style section.

HomeSense scored the most contest entries ever for a CTV branded partnership, garnering more than 40,000 unique page views on the web hub.