In 2019, The Home Depot and HGTV partnered to help their audience achieve a personalized design look in every room of their home with the HGTV x The Home Depot Program for HGTV’s social platforms. The overall goal was to increase awareness of the home décor product offerings at The Home Depot and drive sales in the key growth categories (Interior Furniture, Small Electrics, Housewares, Textiles, Home Décor, Wall Décor, and tabletop) through upper funnel brand awareness tactics, and support private brand/category launches in Textiles and Furniture. Focusing on easy and achievable design inspiration, how-to décor trends and seasonal design ideas, this campaign sought to inspire the HGTV audience to take home decorating into their own hands with The Home Depot products.
The Home Depot and HGTV program was centered around quick-hitting custom social videos and stories that highlighted ways to create personalized designs in every room of the home. Each social video broke down projects with easy step-by-step guides, tools and products needed for homeowners to achieve the perfect project, task or look, while organically highlighting The Home Depot’s key products throughout. A total of five custom editorial videos, each featuring a different home project, were created for the campaign and were posted on HGTV’s Facebook. Examples include: Festive Fall Table Setting Ideas and 3 Design Trends to Try on For Size.
On HGTV’s Instagram, cutdowns of two of the custom editorial videos were shared as integrated editorial Instagram stories highlighting the compelling design tips. Each story post consisted of 6-8 slides of photo and video, along with a swipe-up link on the last slide driving to HGTV’s site. The stories tagged The Home Depot’s Instagram in all slides and included graphic sponsor attribution in the first and last slide. Live for 24 hours on HGTV’s Instagram Account, these stories were a great way to connect with The Home Depot’s desired audience in real time and feature easy DIY tips.
In addition to video content, custom branded content was created to engage audiences even more, including an Interactive Article, Facebook Canvas, High Impact Flex Ad Unit, High Impact 300x600, Custom Shoppable Photo Galleries, and TVE cut downs. The Interactive Article featured easy decorating ideas and was promoted on HGTV’s Facebook and posted on HGTV.com. Three of the editorial videos had a companion photo gallery featured on HGTV.com that further highlighted the respective design ideas as well as feature e-commerce elements to drive sales to The Home Depot.
The HGTV x The Home Depot Program was an overall success for The Home Depot and HGTV brands. The campaign generated nearly 24 million contracted impressions with another 23.4 million third party impressions over the course of seven months. This includes all custom video and gallery content across Facebook, Instagram and Pinterest.
