HOME DEPOT - RETOOL YOUR SCHOOL
OBJECTIVE
Find a unique and entertaining way to promote Home Depot’s RETOOL YOUR SCHOOL (RYS) Program during CIAA Weekend 2015 by.
  • Aligning RYS’ Brand with CIAA HBCU culture
  • Broking thru CIAA activation noise/clutter
  • Offering relevant Consumer Engagement (online and offline)
  • Integrating RYS “Voting” Messaging & CTA
  • Maximizing opportunity from all points of influence
STRATEGY

LIQUID SOUL (LS) developed a fun and relevant in-market Movie Screening at CIAA for Retool Your School as a Consumer Engagement Activation Platform that helped support the launch of RYS’ 2015 Voting Campaign. LS executed an exclusive experience for CIAA attendees and Millennials to generate excitement for the onset of RYS voting beginningFebruary 27th. As a result, Liquid Soul created RYS advocates with Brotherly Love film talent KeKe Palmer, Quincy Brown and Romeo Miller during CIAA Weekend.

TACTICS
  • Invited local Influencers, Personalities, Athletes and Celebs to make event appearances and leverage social media capital to organically generate social media buzz around the series
  • Invited targeted Local Press and Bloggers to attend the screenings, participate with red carpet interviews and provide coverage
  • Layered Social Media throughout the campaign to deliver additional awareness about the show and get the target audience involved in the RYS Takeover experience

 

PROJECT DETAILS

CLIENT: Home Depot

SERVICES: Brand Strategy, Public Relations, Influencer Engagement

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