Brand Marketing
Capabilities
Produced first-ever Home Depot brand campaigns; Served as social creative lead, driving brand-level storytelling and capabilities vs. product/vendor-focused campaigns.
Bring on Spring
Spring at Home Depot is our Super Bowl.. no, really. So with spirits low coming out of a long, quarantined winter, the THD creative team knew that we needed to up-level our approach and bring the energy. In partnership with our creative agencies, Tradeschool and The Richards Group, we concepted “Bring On Spring!” to jumpstart a much-needed new season.
Our Brand Marketing creative was concepted in tandem with our Storewide Savings Event work, building and scaling customer momentum heading into those warmer months that are synonymous with “doing.” Below you will find our custom video work that was distributed across social channels as well as shadow-shot photography that was leveraged across OLA, CRM, and Dot Com.
In the execution of this campaign, I led creative strategy, content development, creative and art direction; my broader team led project management efforts for this large-scale, multimillion dollar production.
Results across social were strong, earning 227.3MM impressions, with average CPM coming in at $7.50, across 7 channels.
Mobile App
As part of our Brand Marketing goals to hit millions of new THD App downloads in 2020, we developed a thumb-stopping creative campaign of high-touch animation.
Through linear Capabilities storytelling, we depicted accurate and realistic customer journeys, while educating our audiences on how specific functionalities make it easier than ever for them to complete projects. From Image Search to Product Locator to Ratings & Review to Delivery, Home Depot helps customers get more done.
We also scoped these to be flexible within audiences, including multiple consumer audiences as well as our THD Pros.
“How Doers Get More Done”
Tagline Launch
Ahead of the Holiday season in 2019, our Strategy team kicked off efforts to bridge an awareness gap when it came to our brand capabilities – functionalities and technologies that the company has invested in to make it easier for our consumers to shop. Through this effort, in partnership with our AOR, we built a creative campaign that brought these features front and center. The occasion also called for an overall brand stance, which led to our new tagline launch.
The work you see below was produced for our Broadcast channels, and re-cut and optimized for Digital Channels (including Social and OLA). I partnered closely with our Broadcast team on creative direction, art direction, talent casting, production logistics, Store Opps alignment, and post-production sequencing and execution.
Coming to Life in Social
The campaign garnered 140M impressions, reached 35M users, and had an ER of 4.8%.
Channel distribution included Facebook, Instagram, Pinterest, and Twitter, in an effort to learn more about this uncharted territory of brand-level storytelling.
