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
Campaign Description:
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.
Our Take:
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.
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