Case
STUDY
The Home Depot
Leveraging social media and influencers to drive pre-event registration for In-Store Do-It-Herself Workshops
The Challenge
Everyone knows The Home Depot as one of the go-to retailers for home improvement products and supplies. One of the ways they encourage customers to take projects into their own hands is through free demonstrative, in-store Do-It-Herself Workshops, targeting the DIY-curious female consumer and connecting the brand to the growing decorating trend sparked by Pinterest. Despite loyal and consistent attendance in-store, online pre-event registrations were lacking and organic social conversations were at a halt. In an effort to mirror and grow the success of in-store Workshops online, one50one was tasked with developing a custom activation that would expand the base of loyal attendees and, most importantly, drive online registrations for Workshops.
![](https://i0.wp.com/one50one.com/wp-content/uploads/2023/03/Home_Depot_DIH.jpg?ssl=1)
ACTION
one50one partnered with content creators and influencers to support the Workshops program and increase the number of unique pre-event registrations. Blog content was cross-promoted across their social media channels and interlinked. one50one also pioneered the idea of a virtual Twitter party, promoted across blog posts, social channels, and local media outlets. To elevate the in-store experience, these bloggers traveled to The Home Depot stores to co-lead workshops and shared exclusive behind-the-scenes photos and videos with audiences worldwide.
Capabilities Used
- Influencer/blogger relations
- Paid social media
- Event activation
- Content distribution and syndication
- Social listening, monitoring and reporting
![icon-social-capabilities](https://i0.wp.com/www.one50one.com/wp-content/uploads/2022/11/icon-social-capabilities-300x300.png?resize=300%2C300&ssl=1)
RESULTS
114.5M impressions and social engagements
7.2M people
reached on Twitter
2K unique pieces of content
created by blogger partners and their friends
288K pre-event registrations
and 14,000 clicks after a yearlong activation