Our team immediately began brainstorming and developing ideas that would work effectively during such challenging times. Given the diversity of The Home Depot’s customer base and the constraints of the pandemic, we zeroed in on the concept of an online concert. Our team went to work to bring this event to life through strategic partnerships and meticulous planning.

Key elements of the solution included:

• Securing Talent: We leveraged our network to land the signature songwriter and artist Brad Paisley for a special curated concert. This choice was intended to appeal to a broad audience and bring joy and connection during the difficult period.

• Event Coordination: Our team worked directly with Brad Paisley’s management to arrange all details for the live concert. We ensured the event would be available on-demand post-event to maximize accessibility.

• Ticketing Partnerships: Strategic partnerships with ticketing providers were established to support access to the concert. These partners also facilitated connections between the concert tickets and the sale of gift cards, creating an integrated promotional effort.

• Promotional Campaign: We delivered promotional ad placements through owned Home Depot and external media channels like Spotify and Pandora. This multi-channel approach ensured broad visibility and engagement.

Results

The virtual concert was a resounding success, providing a unique and uplifting experience for The Home Depot’s gift card customers. The event thanked and engaged the customers and strengthened their connection with the brand during a challenging time. The strategic partnerships and comprehensive promotional campaign ensured widespread reach and participation.