The home improvement leader leverages Facebook Live, extending its know-how beyond the store aisles to the homes of all Canadians.
The Home Depot has established itself as the leader in home improvement know-how, with a history of providing face-to-face advice to customers at the store level. But in today’s e-commerce landscape, the challenge is to translate that know-how to the interconnected, digital audience.
We identified the potential of emerging, long-format media like Facebook Live to answer that challenge.
Working closely with the team at The Home Depot, our agile content team and in-house production created, wrote and shot a full 30 minute ‘Live’ broadcast. Focused on 3 holiday décor segments – Christmas trees, holiday style & trends, and seasonal DIY tips – we styled the broadcast like a morning show, complete with engaging host. Real Home Depot Associates shared a range of insights into holiday prep and DIY.
Our analysis concluded that users were most likely to ‘sit back’ and watch long-form Facebook content in in the evening. To take advantage of that insight, we aired the broadcast at 8pm EST on a Thursday night. The approach seemed to work, as our broadcast generated over 175,000 views.