17 January 2018

New year, new you, new design projects! HGTV has launched a new experience on Facebook Messenger to serve up daily design and home inspiration to users in personalized, one-on-one conversations. “Hazel,” the voice of the chat bot and design assistant, will guide Messenger’s 1.3 billion users through trending HGTV content, photo galleries, DIY projects, and more.
“HGTV is the most trusted brand in home and lifestyle content, and we are always looking for ways to inspire consumers on every platform, wherever they are,” said Liesel Kipp, SVP of Product and Design for Scripps Networks Interactive. “This bot allows us to make the HGTV brand accessible to our social consumers and help guide them through their important and fun home improvement decisions.”

Users can interact with Hazel after opening the bot through Messenger or from the HGTV Facebook page. They can sign up to receive curated daily tips and design inspiration, browse tips for decorating a room, sort trends by style type and project, and save galleries they love for easy access. Users can also search by their favorite shows and browse through recent renovations on “Fixer Upper” or info on the next season of “Good Bones.” Information about HGTV Dream Home and other sweepstakes will also be accessible.

Scripps Networks Interactive launched the Food Network bot for Messenger in late 2016 and continues to develop updates and learn from customer experiences. “We have taken so many great learnings from the Food Network bot over the last year,” added Kipp. “As we continue to develop an audience on Messenger, we are well positioned to create a unique experience for the HGTV fan.”

Launched in December 2015, Scripps Lifestyle Studios is a digital business division of Scripps Networks Interactive, created to drive digital content innovation and advertising solutions. Combining the digital content operations of HGTV, Food Network, Travel Channel, Cooking Channel, DIY Network, Great American Country, and Genius Kitchen, this full service editorial unit spearheads development of compelling lifestyle experiences across social media, apps, websites, third party offerings, and more. Scripps Lifestyle Studios operates physical locations through the Food Network Kitchen in New York and the HGTV Studio in Knoxville, Tennessee. For more information, visit scrippslifestylestudios.com.


Rachel Lodi

Manager, Digital Marketing and PR
<< Back