The power of SEO

Living in a city with major corporate players like Delta, Home Depot, Coca Cola and Chick-fil-A, with agencies all vying for a piece of their marketing, it's super exciting when you get the opportunity to work with one of the "chosen" agencies.

Phase 3 approached me to work on two advanced content campaigns for Home Depot, and I immediately jumped on it. Home Depot was looking to secure the #1 spot in SEO organic search for "bathroom vanity" and "wall decor" (wallpaper, window treatments, mirrors) by using digital content strategies. We created two fun, slightly cheeky campaigns that several digital real estate blogs/publications picked up, with the goal of driving referral traffic to Home Depot's website. Here are the live vanities and wall decor links.

"Vanity Wars: Who wore it best?" was the first campaign that arose from our brainstorming sessions, highlighting the versatility of Home Depot's vanity selection. Below are a few of the personas we came up with for vanities. (Keep scrolling to see the wall decor campaign.)

Clicking on the image, the reader is taken to a poll, where he or she can pick which vanity "wore the look best". (My personal fave: the Industrial Hipster...or the Musician.) When the reader clicks "shop this look," they're taken to Home Depot's online vanity selection.

Scroll down to the see the other vanities and how the copy played out for each persona.

"Wall to Wall: What does your room have to say?" was the second campaign. It was designed to appeal to blog readers interested in interior design and finding new ideas for home decorating. On the blog, readers can digitally interact with the featured rooms to see themes created from home and wall decor. The goal was to give readers an idea of how products can work together to pull a room together. Various screenshots are below.

Client: Home Depot

Agency: Phase 3 Marketing and Communications

Creative Direction: Megan Tinkler and Kendra Lively

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© 2020 by Stephanie Gilman | Photos by Andrew Thomas Lee | Copy, of course, by Steph Gilman