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A magnolia story.


HarperCollins / Chip & Joanna Gaines


Brand Strategy, Social Media Marketing, Strategic Planning, Video Production, Web Development



The top-rated show Fixer Upper has been a massive hit for HGTV, mostly due to the charisma of their two stars, Chip and Joanna Gaines. Their book The Magnolia Story offers fans a detailed look at their life together, from the very first renovation project they ever tackled to the childhood memories that shaped them.


When HarperCollins partnered with the Gaineses to publish a book about the stars’ story and relationship, they turned to FoxFuel to launch and promote the book in a unique but authentic way.


FoxFuel wanted to leverage the already impressive following built from the success of the Gaineses TV show. To activate that following, FoxFuel facilitated “auditions” to find the most passionate and loyal Chip and Jo fans to utilize them as brand ambassadors.


FoxFuel conceptualized and implemented a social media campaign to utilize the most influential and enthusiastic fans. The top 100 followers shared content curated by the FoxFuel team to increase visibility and interest in the book before and during the release.