In-Market Base Campaign

Project Brief

Create a scalable in-market campaign that could turn active product interest into purchase consideration across multiple digital channels. The creative challenge was to make the work relevant to what customers were actively shopping for while maintaining a consistent Home Depot brand experience across formats and placements.

Role

Creative Director, leading the campaign’s visual and messaging framework and partnering cross-functionally with media and audience strategy teams.

Deliverables

Facebook / Instagram
Nextdoor
Pinterest
Snapchat
Digital Video
OLA Banners

Objective

Strategy and Performance Framework

The campaign focused on customers actively shopping within priority product classes. Creative was dynamically aligned to product interest, customer mindset, seasonal context, and platform behavior so the work could remain relevant while maintaining a consistent brand system.

The value proposition stayed grounded in The Home Depot’s everyday-low-price positioning, while the creative adapted to different product and audience signals.

Performance Measures

Reach
CTR
ROAS

Solution

Creative Direction

As Creative Director, I led the visual and messaging framework for a full-funnel digital campaign built around product relevance and customer intent. The goal was to create a system that could personalize content at scale without sacrificing brand consistency.

Working cross-functionally with media and audience strategy teams, we mapped priority product classes to customer mindsets and seasonal moments, then aligned creative concepts to in-market signals. This gave the campaign a consistent strategic foundation while allowing individual executions to respond to audience context and platform behavior.

Channel Approach

Rather than applying the same execution across every placement, each channel played a distinct creative role:

Facebook / Instagram used dynamic carousels and reels tied to browsing behaviors, combining motion and value messaging to support consideration.
Pinterest leaned into planning and inspiration, using lifestyle imagery and product-forward layouts to communicate breadth and affordability.
Nextdoor emphasized local relevance and trust, positioning The Home Depot as a reliable resource for home improvement needs.
Snapchat used vertical video and interactive elements to engage younger DIY audiences around relevant products and time-sensitive offers.
Digital Video extended product storytelling through motion-led executions designed to sustain attention and support purchase intent.
OLA Banners used dynamically generated creative tied to search and browsing behavior to reinforce existing product interest.

Modular System and Optimization

To connect the campaign across channels, we built a modular system of creative components that allowed production teams to generate variations rapidly while maintaining The Home Depot’s visual identity and voice.

The system also supported ongoing creative refinement using CTR, ROAS, and engagement by audience segment, allowing performance signals to inform how executions evolved over time.

Together, the campaign framework connected product interest, audience signals, platform behavior, and brand standards within one scalable creative system.