Campaign: Doing Nation
Company: Home Depot
Nonprofit Partner: Fisher House Foundation, Operation Homefront, U.S.Vets and Volunteers of America
Launch Date: April 12, 2012
The Home Depot® has announced a new spring cause marketing campaign called “Doing Nation,” a Facebook initiative that allows consumers to turn up to 6 outdoor projects into cash for a good cause. The Facebook app features “how to” videos and step-by-step instructions about how to complete each project. Consumers choose a project and then, once their project is completed, upload a photo of their project and select which organization they would like to receive a $100 donation. The program runs through May 24, 2012 and The Home Depot Foundation will donate up to $25,000 to each of the four nonprofits for projects completed in their honor, and will double the total amount for the organization that receives the most projects.
There’s much to like about Home Depot’s latest effort to engage consumers around a cause. DIYers flock to Home Depot precisely for this “Doing Nation” spirit, well-captured by the campaign title. And why not add a charitable component to a fun spring project? Participating in this particular cause program essentially requires a visit to (and a purchase from) Home Depot. Home Depot is also offering a big donation ($100 – almost unheard of on Facebook) for this big online-offline-online action. We’re interested to see how this ‘big action/big reward’ campaign fares on the light-engagement medium that is Facebook.