FoxFuel Case Study
The Magnolia Story Book Launch
Promoting Chip and Joanna Gaines’ first book.
The Challenge

America’s favorite house-flipping couple were fixin’ to launch a book and needed a little support to get the word out and meet their pre-order goal.

The Idea

The Gaines have thousands of fans who love the family values and Pinterest-worthy decor that they see in Fixer-Upper week after week. Not only would they support the book launch, but they’re eager to help promote it.

The Solution

FoxFuel evaluated hundreds of applicants to identify the Fixer-Upper super fans to form the Magnolia Story Street Team. The select group of 150 were granted access to a Facebook group where they received content and promotion instruction and were unleashed to promote the book launch to their following, totaling to more than 300,000 people.

The Magnolia Story will be listed as no. 1 best selling hardcover nonfiction, e-book nonfiction, and combined print and e-book nonfiction title on November 6th’s New York Times Best Seller List.

121,000 books sold in the first week.
75,000 Pre-Orders, a HarperCollins record.