Home Depot Promo, Case study BETWEEN FRIENDS by Initiative

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Canada
Agency Initiative
Released October 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: THE HOME DEPOT
Product/Service: KITCHENS
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: INITIATIVE, Toronto, CANADA
Account Director: Jeremy Graham (Initiative)
Senior Planner: Brian Gault (Initiative)
Planner: Cory Chisholm (Initiative)
Integrated Communications Manager: Sonia Draper (The Home Depot)
Media placement: Magazine - Canadian Living - 01/10/2009

Results and Effectiveness
The impact was clear: • Kitchen sales increased over the previous year, and the cabinets featured are now a top seller. • The contest entries poured in with a total of 384 entries and over 12,600 people voting to select Canada’s ugliest kitchen and much online debate over the final winning choice. • The winner’s renovation is also working overtime being featured on morning television in Calgary, assisting The Home Depot in defending market share from the latest entry of another competitor to the city. The power “between friends” is one that will forever drive a consumer connection and business results.

Creative Execution
As friend empowering friend, the reader must believe Susan’s renovation was real. Susan launched her personal renovation dilemma through her column talking about her own confusion and identifying Home Depot as her friend to the rescue (a first!). Susan also announced an editorial contest to find Canada’s ugliest kitchen to renovate as well. The contest launched with pictures, videos uploaded to a microsite, and readers voting on the ugliest kitchen. Now Susan and her readers were into the renovation supported by Susan writing throughout the process. Susan’s kitchen was revealed in a 6-page editorial feature demonstrating Home Depot’s delivery of style. The Home Depot name blanketed the feature so branded ads weren’t required. Readers also chose their Ugliest Kitchen winner, whose Home Depot renovation would be a future editorial spread. Lastly, to make new friends, the makeover will be featured in sister publication, Style at Home (a crossover first!).

Insights, Strategy & the Idea
The Kitchen business at The Home Depot had been deteriorating as consumers didn’t believe The Home Depot could deliver beautiful stylish kitchens versus the competition. The business case was simple, protect and increase overall kitchen category sales. To succeed we had to make consumers believe that The Home Depot was the best choice for all their Kitchen renovation needs start to finish. Kitchen renovation is a daunting experience from start to finish, and research shows a consumer is excited about bringing a kitchen dream to life, but confused about all the choices and nervous about not knowing all that’s involved. Our idea – provide our potential kitchen renovators a credible friend to show them the way. And what better friend than Susan Anntonacci, editor-in-chief, of one Canada’s largest magazines, Canadian Living, who would dive head first into renovating her kitchen to tutor her beloved friends, the readers.