This Old House arrived in Music City with more than just hammers and blueprints—we brought a digital-first strategy that redefined how home improvement storytelling is shared.
Producers had created one of the most iconic seasons in the show's 46-year history. The social media team understood the assignment: bring the fans along, every step of the way.
📌 Video-First Approach – Audiences engaged with detailed, visually compelling content, driving record-breaking viewership.
📌 Platform-Specific Optimization – We tailored narratives to each channel, maximizing engagement.
📌 High-Impact Moments – Posts featuring structural transformations, such as the Safe Room Series(1,2) and Moving a House Reel, reached millions organically across platforms.
Cultural Relevance & Innovation:
The heartbeat of TOH Nashville wasn’t just the home renovation—it was the authentic integration of Music City’s legendary sound. From visits to historic venues to surprise musical moments, we brought the rhythm of Nashville to our audience.
🎶 Richard Trethewey’s Musical Journey: A chance encounter led Richard to Compass Sound Studio, where he recorded “Made a Home” with Grammy-winning banjo virtuoso Alison Brown and Compass Records co-founder Garry West. Richard’s love of music and craftsmanship intertwined, making the song a perfect anthem for the season.
🌟 Star Power with Vince Gill: This season saw This Old House collide with country music royalty. Our Nashville journey wouldn’t have been complete without Vince Gill’s presence.
From Music City makeovers with host Kevin O’Connor and General Contractor Tom Silva to the job site, we blended lifestyle, music, and craftsmanship.
In This Old House Nashville, our expert team brought craftsmanship and storytelling together in a way that redefined home renovation content. This season, the team at Roku took viewers of the iconic PBS series deep inside the transformation of a brick house in East Nashville—sharing not just the final reveal but the grit, problem-solving, and expert know-how that made it possible.
Television Meets Social Innovation
🌎 Cross-Platform Success: The campaign reached audiences where they were—on TV and across digital channels. Our approach combined the trusted, long-form television format of This Old House with short, digestible, and shareable social content that maximized audience engagement.
🎬 Best of Both Worlds: The TOH Nashville experience was more than a TV show—it was an interactive, social-first event, sparking conversations and excitement beyond the television screen.
Instructional Video Excellence
🏗️ Education Meets Entertainment: We took the audience beyond the before-and-after—offering step-by-step instructional videos explaining structural work, masonry, and preservation techniques.
🛠️ Expert Demonstrations: Whether it was reinforcing a new foundation or installing historic architectural details, our master builders brought a hands-on learning experience straight to viewers’ screens.
🎥 Binge-Worthy Learning: Key instructional content, such as Tommy’s House Moving Explainer, with 4.5M organic video views and more than 80k viewer engagements, became some of our highest-performing videos, proving that audiences crave deep dives into the craftsmanship behind the transformation.
Behind the Scenes
📌 Exclusive Access: Viewers got unprecedented behind-the-scenes moments, including host Kevin O’Connor and Tom Silva’s Nashville wardrobe makeover, Richard Trethewey's recording session at Compass Records, a shopping trip with Tom Silva, and Richard's local music performance debut. Fans also got to see the cold open from the Kevin O'Connor's POV and watch Tommy and country music legend Vince Gill strike up a friendship and tour the city. No trip to Nashville is complete without a visit to the Grand Ole Opry! But This Old House didn’t just tour this iconic spot – the team brought the ultimate female country power with us! Jenn Nawada chatted with the one and only Trisha Yearwood about her passion for home renovations and her amazing work with Habitat for Humanity.
📌 Raw and Real Storytelling: From the house-moving spectacle to Tommy’s expert breakdown of key construction challenges, fans witnessed all range of moments in real time. Kevin O'Connor leant his photography talents to the media mix as well.
📌 High-Impact Engagement: Our video content consistently outperformed industry benchmarks, with top posts earning millions of views and record-setting engagement.
With an innovative multi-platform strategy, we delivered 90+ unique content pieces and 185 posts across five social channels, driving 16M+ reach and 11.76M video views. From behind-the-scenes footage of major structural feats to instructional deep dives from TOH’s master craftsmen, this campaign showcased the magic of home restoration like never before.
With over 90 unique content pieces spanning five platforms, we transformed a rundown brick cottage in East Nashville into a social media sensation.
Impact & Results:
🔹 16M+ Reach
🔹 11.76M Video Views
🔹 445.8K Likes, 16.3K Comments, 5.4K Shares
🔹 467.5K Total Engagements
Our campaign resonated across all major platforms—Facebook, Instagram, TikTok, Twitter, and Threads—leveraging illustrated timelines, behind-the-scenes content, and expert-led storytelling.
Wrap-up
This Old House Nashville didn’t just renovate a home—it redefined how audiences experience home improvement content in the digital age. By blending behind-the-scenes storytelling, expert-led instructional videos, and a social-first television strategy, our producers and social media AOR set a new benchmark for educational and engaging home renovation content.
