Home Depot owns Mover’s Month with help from cross-functional team

Spring is a popular time for people to buy and sell homes, with home closings reaching their height in May (which led May 1 to become National Homeowner’s Day and May to become “Mover’s Month”).  Consumers view Home Depot as a great source for boxes and tape, but the chain offers far more, from helping homeowners prep their homes for sale to putting finishing touches on their new homes.

The company used its 2018 campaign on National Homeowner’s Day to target movers at all stages of the cycle through tailored in-store, web and social messaging. The campaign has earned first place in the “Marketing Campaign” category of the PR Daily Awards.

The big-box home improvement chain brought multiple teams together for the effort, including PR, agile marketing, social media, merchandise marketing, content marketing and in-store workshops. Working together, the teams created a strategy that would deliver relevant messaging to distinct audiences, notably new/pre-movers and recent movers.

The team researched the kinds of projects these audiences would find most resonant, then created a “Your New Home” landing page replete with how-to guides on the projects and products that make moving easier.

Media events were held in key markets. Influencer engagement also played a role, resulting in 31,000 consumers registering for workshops in May, 238.1 million media impressions, top-tier media coverage and marketing that reached 2.83 million unique individuals.

Congratulations to Yanique Griffin-Woodall, Stephanie Meyering, Tiffany Mitsui, Allison Cawley, Shebreka Fisher, Sara Roberts, Emmaline Harvey, Mike Cushing, Kristen Heetland, Lisa DeStefano, Sarah Fishburne, Sally Lane, Caroline Dallas. MSL: Josh Shapiro, Nupur Raghunath, Hannah Van Malssen, Monica Khattar, Alan Danzis, Ailyn Kelly. Edelman: Emily Teeter, Megan Milam, Telleen Gegner, Michelle Hartigan and Maria Moraitakis.