How a Connected Experience of
Magnolia Network bloomed with Robosoft
In July 2021, the Magnolia Network - showcasing content from home renovation gurus Chip & Joanna Gaines was launched on the Discovery Plus streaming service. The Magnolia mobile app, with more than 150 hours of unscripted programming on home, design and gardening was also part of the launch. Consumer feedback and media coverage around both have been great. Here’s how we played a central role in the development of a truly connected experience.
The Backstory
In 2013, Chip and Joanna Gaines launched 'Fixer Upper' a home restoration show which not only went on to become hugely popular but is also credited with creating the 'farmhouse chic' genre of TV shows. The franchise made Waco, Texas famous by flipping many homes in the area and making it a tourist attraction. The Silo District in Downtown Waco with its sprawling retail and food outlets attracted 2.7 million tourists in 2018, up from 650,000 in 2014.
After several seasons, the show had its finale in 2017. Soon, they announced the Launch of Magnolia Network - which took three years in the making.
At launch, the intent was to build a holistic and well-integrated app that included these components:
Watch
An OTT section with a collection of all the popular Magnolia Network shows including new episodes of Fixer Upper, the complete Fixer Upper library and exclusive programming not available anywhere else.
Shop
An e-commerce section that’s integrated into other modules of the app; the easy-to-use shopping experience allows you to browse curated collections of Magnolia furniture, home decor + lifestyle products, and more.
Visit
Focused on Magnolia’s physical stores, one can plan a visit to Waco, Texas to taste, see, and experience all Magnolia has to offer.
Create
Learning modules with courses, articles, recipes. From food and design to gardening, the arts, and more, one can turn inspiration into action with instructional video workshops.
We were also tasked with making it a truly multi-platform, multi-device experience. At launch, the following were expected:
Connected TVs / CTVs
Mobile Platforms
iOS (iPhone, iPad), Android mobile and tablet, Fire Tab
