- The Home Depot is expanding into the creator marketplace, launching a brand new platform designed to connect with content creators and influencers developing home-improvement content, per an organization announcement.
- The Home Depot Creator Portal is a centralized hub where creators can find inspiration for content development and explore campaign and online marketing opportunities. The retailer has already enrolled 1000’s of creators and is accepting applications from the general public.
- To attract further attention to the portal, the retailer is touting a roster of creators tied to the World Cup, which can be played in North America in 2026. Included within the Starting Lineup program are designers, home-improvement experts and athletes, including Dude Perfect, Trinity Rodman, Carlos Flores and Tony Henry.
Home Depot is jumping on a growing trend that has seen retailers try to establish stronger ties to the influential creator economy. Over the past six months, brands as varied as Sephora, Chewy and Lowe’s — Home Depot’s direct competitor — have launched similar marketplaces as influencers grow to be more critical to connecting with consumers. Affiliate marketing, a key piece of a lot of these programs, is anticipated to drive over $210 billion in U.S. e-commerce sales this 12 months and can reach nearly $280 billion by 2028, according to eMarketer.
In announcing the Home Depot Creator Portal, Molly Battin, the corporate’s senior vp and chief marketing officer, characterised its creator partners as a “community that drives meaningful engagement with current and future customers.” The hub will connect creators with Home Depot-branded opportunities and likewise help them tap into the brand’s network of suppliers and products. The portal can even offer training resources, best practices guides and other options to maximize visibility with The Home Depot. Creator partners can also receive special perks and product gifts.
The retailer is profiting from its customers’ affinity for sports with soccer-oriented content upfront of the World Cup, which can be played within the U.S., Mexico and Canada in 2026. Content includes tips about making a backyard more soccer-friendly for neighborhood games and renovating for outdoor viewing parties.
Earlier this 12 months, Lowe’s launched what it billed as the primary home improvement creator network. The platform had greater than 17,000 creators enrolled during its beta launch. At the time of its official launch, the corporate had also forged a partnership with Mr. Beast, which included a creator-curated dedicated storefront on the brand’s website. Lowe’s can be serving because the exclusive constructing partner of the second season of the “Beast Games” series.
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