Home Depot: Next Gen

IDEA: Research showed that DIY'ers use their smartphones on 94% of their projects. It was time to make The Home Depot brand more relevant. Enter our new campaign idea, The Home Depot: Next Gen. We helped bring the latest tech to the DIY category and feature that tech in The Home Depot's advertising. Things like a paint app, a mulch calculator, order online, pickup in store helped updated the image of DIY.

RESULTS: The Home Depot: Next Gen campaign changed the face of the brand. The technology that was buried in the website was suddenly front and center. The campaign was more than just advertising.  It affected the entire organization. IT redesigned their site and app, in-store associates started using their smartphones to help customers, customers had new reasons to tie themselves to the brand. The idea was a perfect example of one piece of data (94%) changing an entire marketing plan. Here are a few TV, digital and social examples.