Strategically, ‘Black Friday’ is a crucial day for any retail business - online or otherwise - and it’s no different for The Home Depot. But before we go into detail about our involvement with this famous retailer, what’s the context of this work?
Technically, ‘Black Friday’ is the Friday that follows Thanksgiving Day in the United States (and Thanksgiving Day is usually the fourth Thursday in November). Crucially, from a marketing and advertising perspective, ‘Black Friday’ is seen as the start of the Christmas shopping season. That means that brands have to have their strategies planned and decided in advance so that they’re ready to go from this point on.
In today’s highly competitive business world, that first day is vital, because it allows consumers to start planning what they’re going to buy over the festive period. Because The Home Depot sell home improvement items (clearly a Christmas staple), ‘Black Friday’ is an opportunity they cannot afford to miss.
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In dumbed down terms, the object was simple: to get consumers to buy The Home Depot items for Christmas at this early opportunity and, if not, put their items and deals in people’s minds ahead of the Christmas rush.
What this task actually meant was generating massive brand exposure and advertising ‘Black Friday’ sale items. As we know, online shopping has never been easier, but for businesses, it’s tough to get heard amongst the crowd and attract leads, so we wanted to couple the The Home Depot brand campaign with a retargeting campaign to maximize exposure and conversions.
We achieved some phenomenal results, by anyone’s standards.
Our online campaigns generated over 200,000,000 impressions during the holiday weekend, of which an estimated 85,000,000 were unique hits. That’s a lot of pairs of eyes looking at The Home Depot’s Black Friday banner ads and earmarking goods to buy for Christmas.
The click-through rates from our advertising campaign was 3x higher than the industry average, and the conversion rate was 2.5x higher than the industry average. We increased The Home Depot’s retargeting pool by over 100,000 unique people and it was just the start of the Holiday shopping season.
The Home Depot is an American retailer of home improvement and construction products and services. It operates many big-box format stores across the United States, all ten provinces of Canada, as well as Mexico.
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