The Home Depot Rental: One Stop Shop. Record-Setting Results.
The Home Depot Rental: One Stop Shop. Record-Setting Results.
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100%+
YoY clicks and page interactions
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16
Years together
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Y/Y
Record-setting rental transactions
At a Glance
- Client
- The Home Depot Rental
- Audiences
- Pro Contractors and DIY Consumers
- Approach
- Audience-First, Full-Funnel
- Client Relationship
- 16 Years
Overview
Research led us to understand that each of the audiences had unique needs and motivators.
The Home Depot is one of the most recognized brands in America. But The Home Depot Rental? That was a different story and a real opportunity.
The audience was split: professional contractors with job-critical needs and DIY consumers with project-driven motivations. Same brand, but two completely different conversations.
So we built and audience-first strategy that spoke to each group in their own language, on their own timeline. From the moment they started planning to the moment they need the right tool, truck or large equipment in their hands.
The Goal
The Home Depot Rental needed to move customers from unawareness to action — across two very different audience, each with their own reasons to rent.
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Awareness
Build recognition and the “One Stop Shot” value proposition.
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Conversion
Drive customers through the full funnel from awareness to rental transactions.
The Challenge
The Home Depot’s brand recognition didn’t extend to its rental business. Awareness of The Home Depot Rental and what it actually offered was low, even among the contractors and DIYers who needed its services the most. A single message couldn’t fix that.
Pro contractors and DIY consumers shop different, think differently, and need different reasons to act. The strategy had to speak to both, without losing the clarity of a single, unified value proposition.
The Solution
One value proposition. Two audiences. A strategy built to reach both on their terms and timelines.
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One Stop Shop
A master value proposition anchored every message.
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Audience-First
Unique language and visuals tailored to Pros and DIYers.
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Planning Season
Inspirational messaging met customers at the start of their project or job.
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Doing Season
Solution-focused messaging pushed for conversion when customers were ready to act.
The strategy came to life across OOH, TV and social media. Each channel, message, and moment were built to move the right audience on step closer to action.
The Proof
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100%+
YoY clicks and page interactions
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3%
YoY brand sentiment increase
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Y/Y
Record-setting rental transaction among professional contractors
The audience-first approach delivered. The Home Depot Rental didn’t just grow, it hit record-setting weeks in rental transactions and saw year-over-year revenue growth across the entire rental business.
We have what you have termed a ‘retail metabolism’ and your team has measured up to that in every way. Nimble. Quick. Preemptive. The reporting is what we base everything on and we match that up to our numbers on the sales side.
The Home Depot Rental Client
