The Home Depot
BBDO – Role: Art Direction & Designer
I have the wonderful privilege to work alongside BBDO Atlanta to create compelling social advertisments for The Home Depot. My team has been tasked with elevating their existing digital presence across multiple platforms. This is my attempt to gather some of the work that was produced.
Labor Day Event
The Ask: Position The Home Depot as the destination of choice for Every Day Low Prices, seasonal promotions, and differentiated product offerings to help our customers save time and money to get the most out of their projects.
The Insight: Fall has long been seen as a transitional time, moving from one season to another as customers begin to close out summer and transition to cooler weather and the holidays ahead. This is the point in the year when customers say goodbye to the summer they had and hello, again, to the known routines (back to school, non-summer hours etc).
Customers are using this time to pack-up from the outdoors, plant and prepare the yard for the winter months, or excitingly prep for the holiday, they are all looking to retailers to help keep excitement high, make projects easier and their dollars to travel further. The challenge for us will be pull through messaging that addresses their top concerns, while combating the winding down of summer mindset. We want to maintain our position as the one-stop-shop for all our customers’ home improvement needs while also leaning heavily into value, quality and innovation to win the season based on customer needs and intent.
Strategy: Develop a campaign that generates excitement, positions The Home Depot as the destination for Fall Fun by giving Doers the best prices and latest innovations that make enjoying the change of season affordable, easy and convenient.
Pinterest Showcase
TikTok
Facebook/Instagram
Home Depot App
The Ask: Grow awareness of key app capabilities and what they unlock, while driving acquisition of new app users and Increasing loyalty through app reengagement. Update existing Apple Store assets to tell a linear story for consumers to discover the app features, functionality, and UI.
Insight: The retail app enhances the shopping experience. Consumers use the mobile app to make their shopping trip easier vs as a vehicle to shop and browse online.
Strategy: Introduce the app’s evolved capabilities positioning and focus on app capabilities that are the most useful to our audiences.
Rich Media
The Ask: Extend the trust people have in The Home Depot brand for décor, so that whether people want to ‘do it themselves’ or ‘decorate it themselves’ they think of us as their first choice.
Insight: Majority of audience is unaware of the product assortment at The Home Depot and there are too many options from too many retailers readily available. This makes them not sure who to trust or buy from. They need products in the right price range, information on how to style, and what will look good in different spaces.
Campaign Strategy: Position THD.com as a destination for quality furniture and décor to complete your home project with a wide assortment of product and styles available at the right prices. (Primary KPIs – Awareness & Consideration)
Audience Mindset: “We want to refine how we decorate and live in our homes by making them feel sophisticated and timeless.”
Undertone Shoppable Experience
Hearst Shoppable Gallery
Hearst Shoppable Video
Summer Storage & Bath Event
The ask: Drive a sense of urgency and traffic to The Home Depot’s semi-annual storage and bath event, by showcasing The Home Depot as a leader of trends and value, brought to life via total project inspiration, value and convenience/ease.
Audience Insight: As inflation concerns and reduced consumer spend continue to show up, give customers the confidence that they’re making the right choice. This economic shift also resulted in an increased demand for storage and organization solutions to help homeowners clear out the clutter and make the most out of their existing space .THD’s curated looks and savings help customers stop overthinking and start doing.
Strategy: Remain top of mind with a compelling value proposition by communicating that customers can get a wide selection of styles and on-trend products at great values and stock up for when they are ready to complete their project. Highlight the spirit of doing by empowering customers to take on tough storage and org projects as The Home Depot brings total project inspiration, value, and convenience/ease to the customer throughout the entire event.
You can Take the Quiz for yourself.