The Home Depot
Since 2009, The Home Depot has sponsored the Retool Your School program which has provided over $4.2 million dollars in campus improvement grants that allow Historically Black Universities and Colleges (HBCUs) to make sustainable improvements to their campuses. Through this initiative, The Home Depot is dedicated to celebrating the legacy and pride of HBCUs by investing money to update, upgrade and uplift campuses. Over 31.6 million votes have been cast throughout the program’s history, and Alabama A&M took home the grand prize in 2021.
Challenge
Year over year, The Home Depot has been challenged to inspire their target market - the African American community and HBCUs - to vote online and help determine which schools will be nominated and ultimately select the program winner. Heading into its next cycle, the brand required a partner with digital media expertise to help drive awareness, participation and engagement for Retool Your School.
Success
Leveraging our team’s multicultural experience and the power of Axon, we have successfully supported The Home Depot’s Retool Your School initiatives across nine campaigns. This operational experience has driven CTRs significantly higher than the industry average, resulting in an average CTR of 0.25%. Specific campaigns yielded even higher results, including the Black Friday campaign, delivering a 0.49% CTR. From start to finish, awareness of the program was quantified by CTRs much higher than the industry average, and the strong partnership between KORTX and The Home Depot continues with ongoing Retool Your School initiatives.
Results
0.25%
Average CTR
0.49%
Black Friday Campaign CTR