THE HOME DEPOT
THE HOME DEPOT
The Home Depot was not the favorite go-to store for African Americans.
That was what the data showed when The Home Depot conducted a survey.
It turned out that African American consumers prioritized convenience.
And, The Home Depot did not make any effort to engage the African American community to entice them to visit and buy from the store.
So, The Home Depot reached out to OVG for assistance.
Immediately, we did our research.
We found out education was important to the African American community and Historical Black Colleges and Universities were integral parts of their lives.
Our goal was to engage the African American community by creating an effective educational program.
By providing the necessary infrastructures and campus renovations in educational institutions and facilities with limited budgets using the tools and products provided by The Home Depot, we aimed to earn respect and support from African Americans.
We also set up community and alumni programs and invested $2 million in financial support.
Retool Your School was created, giving birth to The Home Depot’s first-ever web and mobile app.
We used a digital storytelling campaign utilizing audio and video to reach out to African Americans using content heavily focused on education values.
Behind the scenes, we employed Search/Keyword Retargeting, Contextual Retargeting, Site Retargeting, Event Retargeting, and custom AA 3rd Party Segments.
We gathered 5.7 million Consumer Votes, 5.2 million Website Page Views, more than 25 million AA Consumer Retargeting Pool, and more than 105,000 email leads worth $4 per lead.
What’s even more amazing?
The Retool Your School content consumption outperformed The Home Depot’s general digital marketing campaigns set up within the last five years.
Mission accomplished and on to the next one.