Problem
The Home Depot is the world’s largest home improvement retailer, but its core audience skews older. As Gen X and Boomers age out of the category, the brand risks losing the next generation of homeowners and DIYers to more culturally relevant competitors.
Data
Millennials and Gen Z now account for over 50% of U.S. first-time homebuyers, yet Home Depot’s digital content engagement among 18-34 year olds remains significantly below the category average. (NAR, 2023)
Insight
For younger generations, content isn’t just entertainment, it’s how they decide what to buy. They don’t browse stores. They watch someone use a product, feel inspired, and purchase on the spot.
Execution
The Hub’s interface mirrors the visual logic of major streaming platforms, browsable by category, audience, and season. While keeping Home Depot’s DNA: organized, practical, colorful, and shoppable. Every piece of content links directly to products in the Home Depot ecosystem, turning inspiration into one-click action.
The platform introduces two original series: Tool Time Tots, an educational workshop-style show that brings the world of home improvement to children aged 4–8 and their families through creative, hands-on projects; and Home of the Dead, a limited horror-comedy series set during a zombie apocalypse inside a Home Depot store that entertains young adults and horror fans with humor and Halloween-inspired storytelling.
Social Media
Weekly short-form content across Instagram, TikTok, YouTube, and Pinterest – including DIY hacks, episode clips, and behind-the-scenes footage. The #ToolTimeTotsProject hashtag invites families to share their builds for a chance to be featured in future episodes. Interactive polls and casting content build anticipation around Home of the Dead ahead of its Halloween premiere.
In-Store Activation
Dedicated Tool Time Tots zones in select stores feature hands-on workshop stations, branded activity kits, and monthly “Tool Time Day” events with meet-and-greets with Manny the Mascot. QR codes placed throughout the store connect the physical shopping experience directly to Hub content.
Florida International University
Strategists: Luka Nonato and Stacey Pierre
Art Directors: Luka Nonato and Nelly Liang
Copywriter: Taylor Johnson