Home Depot’s (HD) latest digital marketing campaign takes inspiration from Scandinavian design and features three different types of teak furniture: an organic chair in a tropical pattern, a serene nesting chair, and a durable aluminum lounge chair.
The home furnishing store launched its campaign on social media platforms, including Instagram and Twitter, and has promoted the furniture brand’s products using various digital marketing tactics, including:
- Product photoshoots
- Instagram Live videos
- Twitter videos
- Monthly e-newsletters
- Cross-platform brand content
- And more
The latest endeavor from Home Depot demonstrates the brand’s interest in evolving its approach to digital marketing. The company launched its highly regarded Made in USA furniture collection in late 2018 and has worked with designers and woodworkers to create unique pieces that are not your typical mass-produced home furnishings.
Since most people visit online review sites and social media platforms to learn about products, Home Depot’s new campaign aims to make browsing through content easier and more enjoyable. The digital marketing campaign also connects the furniture brand to a younger audience, many of whom may not know the meaning of “traditional” home furnishings.
The first of Home Depot’s digital marketing campaign’s four prongs focuses on attracting potential customers by showcasing its organic teak furniture in unique and beautiful settings. To bring the product to life, HD hired photographer Marcus Benigni to visit stores and document the pieces in unique and beautiful locations.
The Atlanta-based photographer has worked with major brands, including Louis Vuitton, Marc Jacobs, Stella McCartney, and Ralph Lauren, and has photographed Home Depot’s organic teak furniture in luxury homes, including Louis Vuitton’s New York City headquarters.
To learn more, check out this behind-the-scenes video from the home furnishing store’s Instagram account, @homedepot, or visit this link to see some of the unique locations Benigni visited to take these photos.
Instagram Live Videos
The second prong of Home Depot’s digital marketing campaign focuses on attracting potential customers through live videos. The furniture store’s Instagram account, @homedepot, broadcasts daily live videos where it showcases different products and their unique features. While Instagram’s algorithm promotes regularly scheduled content for brands, Home Depot has found a way to have its cake and eat it too by utilizing live videos.
Since people love to follow the adventures of famous people and brands on social media, the company has used the live videos to great effect. The videos give viewers a peek into the products being showcased and allow them to discover features they might not have learned about in the past. Additionally, Home Depot has used the live videos to launch new products, showcase in-house workshops and designer collaborations, and announce special discounts and other promotional offers.
To get a sense of what some of Home Depot’s live videos look like, check out this video, which spotlights the brand’s new indoor/outdoor teak table:
The third prong of Home Depot’s digital marketing campaign focuses on connecting with customers through Twitter videos. Since its inception in 2006, Twitter has been used for everything from entertainment to political discourse. With more than 500 million active users, it’s the world’s largest social media platform by far.
The platform’s success in part is due to the fact that people love to share their opinions and thoughts across the platform. Additionally, Twitter’s algorithm promotes content that is entertaining, educational, or engaging. This content is best suited for marketing campaigns.
To attract potential customers to its organic teak furniture, Home Depot used Twitter to establish a conversation with its audience by sharing informative and helpful content about the pieces. From answering common questions about the material to providing tips on finding the perfect spot for a particular product, the company has interacted with its audience on the platform. As a result, Home Depot has gained more than 500,000 followers on Twitter alone—which ranks it as the 14th most followed brand on the service.
To learn more about how to use Twitter for digital marketing, check out this blog post from HubSpot, which provides an overview of the platform’s various tools for marketing professionals.
The fourth prong of Home Depot’s digital marketing campaign focuses on keeping customers engaged through a monthly newsletter. Since the newsletter is delivered through e-mail, the company can target potential customers based on which ones it thinks will be the most interested in its offerings. As a result, Home Depot has gained more than 600,000 subscribers to its Monthly Market newsletter, making it one of the top 30 most subscribed-to newsletters on the subject of marketing. Moreover, the e-newsletter has become an important tool for the brand, generating 1.7 million page views since it was established in 2017.
E-mail marketing is a tried-and-true method of generating leads and engaging with customers. In fact, according to HubSpot, email marketing is so effective that 79% of consumers have reportedly opened an email newsletter simply to get product updates and discounts.
Since Home Depot’s audience is already engaged with the platform through its Twitter videos and monthly newsletter, the company can use social media to encourage engagement with its products. To drive shoppers to its online store, Home Depot launched a landing page on social media platforms with the product photos from the Instagram account. The page also contains product information and links to the brand’s website and mobile store.
The result has been an increase in web traffic to Home Depot’s website from 18.6% in January 2019 to 24.9% in June 2019, with mobile store traffic increasing from 7.8% to 13.9%. Additionally, over the last year, the company has seen social media traffic increase from 16.9% to 24.9%, proving that the approach is relevant and more effective than ever.
Cross-Platform Brand Content
One of Home Depot’s best digital marketing strategies is the cross-platform content it publishes on various websites and social media platforms. The brand has seen great success using this tactic, with nearly all of its content—from blog posts to videos—appearing across different platforms. This allows Home Depot to reach a very large audience, not just those who visit the company’s website or subscribe to its newsletter.
To learn more, visit this link, which takes you to Home Depot’s brand page on Facebook. On this page, you’ll find a combination of written content, including an FAQ section, as well as Instagram and Twitter photos of the products being advertised on the brand’s website. This content is designed to pull in and retain customers throughout their journey, from the moment they discover the Brand to the second they make a purchase.