THE HOME DEPOT

Moving Essentials

Helping The Home Depot own the moving journey.

Over the last few years, one of our challenges has been to establish The Home Depot as the center of the planning and discovery that comes with moving, as moving is a key point of market entry for the brand.

We’ve developed a sophisticated audience model, informed by first and third-party data, and built a robust creative content library to fuel our always-on campaigns for the many types of new homebuyers.

Every move is unique.

As moving is a complex, nuanced process, we’ve developed a strategic framework for how best to reach multiple mover audiences and build purchase intent through products and services relevant to each persona throughout their moving journey. Our communication architecture includes three different audience segments, and the corresponding journey map, messaging framework, and channel plan for each audience across the three different stages of a move.

Omni-channel personalized content.

Using the communications architecture as our guide, our strategy team works with creative and production to build a content plan based on the audience subsegments, moving phase milestones, and the priority projects (and corresponding products) identified within each phase. Production is then planned with volume and flexibility in mind, to maximize production dollars in building an asset library that fuels our always-on campaigns.

Our most recent production included a four day shoot that yielded over 270 unique deliverables. In addition to concepting and capturing audience and channel-specific content, we also captured multiple variations of scenes with the goal of future-proofing the asset library as much as possible. For example, capturing wardrobe variations that reflect different Covid protocols for professional uniforms, and shooting so that digital screens and paint colors can be easily updated to reflect interfaces and color trends as they change year after year.