[CASE STUDY]
Community: Rate My Space
Customer: Scripps Networks
URL: http:// ratemyspace.hgtv.com
Business Overview
Scripps Networks had depleted availability of advertising
space on its existing HGTV website, with no way to
capture revenue from advertisers eager to reach a
targeted audience.
“Rate My Space”
• Increase advertising revenue
• Gain business intelligence
• Extend the entertainment experience
full
circle between on-air and online
ROI
58,000
150 million
within three months
living spaces uploaded
page views
In 2007, Scripps turned to Neighborhood America to
launch “Rate My Space,” an interactive community
of design enthusiasts on HGTV.com. The community
encourages members to upload images to show off their
best interior design work, or seek inspiration from their
peers for rooms in need of remodeling. Through member
ratings and rankings, the best, most popular design ideas
rise to the top. The interaction enables Scripps Networks
to leverage behaviorally targeted ads and deliver highly
relevant messages to its community members.
The Results
Within the first three months, successful marketing drives
participation in the community beyond expectations and
leads to ROI.
Within a year:
• Members upload more than 58,000 living spaces,
which generates 150 million page views.
• Each page creates 3-4 new opportunities to fuel
premium online advertising revenue.
• A first -- the online community inspires a TV spin-off,
with a proven audience and compelling ad
proposition, even before the show’s premiere.
The enormous success of “Rate My Space” leads to the
creation of similar online communities on HGTV.com to
engage a target audience of enthusiasts: 1) “Share My
Quilt” 2) “Share My Craft.”
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