The Home Depot
Latina Doers
Celebrating and Empowering Latina Women
Since 2010, The Home Depot has been dedicated to strengthening its connection with Hispanic customers by uncovering and reflecting authentic cultural insights. The "Latina Doers" campaign is a celebration of Latina Female Doers, aiming to empower women of all backgrounds to discover their power. This initiative not only fostered a deeper emotional connection with the brand but also drove significant purchase intent among the target audience.
CHALLENGE
The Home Depot needed to deepen its connection with the Hispanic market, particularly among Latina women, to enhance brand love and drive purchase intent.
Despite a strong presence in the market, The Home Depot recognized the need to resonate more deeply with the Hispanic community, particularly with Latina women who are often the decision-makers in home improvement purchases. The challenge was to create a campaign that would authentically connect with this audience, reflecting their unique cultural values and empowering them in their everyday lives. Additionally, the campaign needed to overcome potential stereotypes and present Latina women as powerful, capable "Doers."
Solution
The Home Depot developed the "Latina Doers" campaign, a culturally resonant initiative designed to celebrate and empower Latina women, positioning them as strong, capable, and inspirational figures within their communities.
The Home Depot developed the "Latina Doers" campaign, a culturally resonant initiative designed to celebrate and empower Latina women, positioning them as strong, capable, and inspirational figures within their communities.
