The Home Depot
Leveraging social media and influencers to drive pre-event registration for In-Store Do-It-Herself Workshops
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.
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.
- Influencer/blogger relations
- Paid social media
- Event activation
- Content distribution and syndication
- Social listening, monitoring and reporting
114.5M impressions and social engagements
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