Building The Home Depot’s First-Ever African American National Campaign
Client: The Home Depot
Services: Multicultural Marketing • Campaign Strategy • Brand Storytelling • Community Engagement • Cross-Functional Collaboration
Challenge:
As The Home Depot sought to deepen its connection with African American consumers, the brand set out to launch its first-ever national marketing campaign specifically designed for this audience. The challenge: create a campaign that was culturally rich, emotionally resonant, and strategically sound—while aligning multiple internal teams under a shared vision.
Approach:
We led strategy and creative development for the “Dream Builders” campaign, an initiative rooted in authenticity and insight. By blending consumer research, real-life storytelling, and culturally specific creative cues, we helped shape a platform that celebrated the spirit of homeownership, entrepreneurship, and everyday ambition in the Black community.
This campaign also marked a new internal milestone: it brought together The Home Depot’s Brand, Events, and Multicultural Marketing teams in a truly collaborative way, demonstrating how purposeful marketing can unify teams and drive impact.
Key deliverables included:
Development of the “Dream Builders” campaign theme and messaging
Cultural touchpoints woven into storytelling, including food, family, and community rituals
Omni-channel execution planning across brand, digital, and in-person experiences
Cross-department coordination to ensure consistent voice and execution
Results:
The campaign not only delivered strong consumer engagement but also served as a blueprint for inclusive marketing at scale. It successfully positioned The Home Depot as a brand that sees, supports, and celebrates the communities it serves—setting a new standard for how brands can show up meaningfully.
Keywords: multicultural marketing, inclusive advertising, The Home Depot, African American consumers, brand storytelling, cultural marketing, campaign development, purpose-driven marketing, community-focused campaigns, cross-functional collaboration