Dive Brief:
- The Home Depot is expanding into the creator marketplace, launching a new platform designed to connect with content creators and influencers developing home-improvement content, per a company announcement.
- The Home Depot Creator Portal is a centralized hub where creators can find inspiration for content development and explore campaign and affiliate marketing opportunities. The retailer has already enrolled thousands of creators and is accepting applications from the public.
- To attract further attention to the portal, the retailer is touting a roster of creators tied to the World Cup, which will be played in North America in 2026. Included in the Starting Lineup program are designers, home-improvement experts and athletes, including Dude Perfect, Trinity Rodman, Carlos Flores and Tony Henry.
Dive Insight:
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 become more critical to connecting with consumers. Affiliate marketing, a key piece of many of these programs, is expected to drive over $210 billion in U.S. e-commerce sales this year and will reach nearly $280 billion by 2028, according to eMarketer.
In announcing the Home Depot Creator Portal, Molly Battin, the company’s senior vice president and chief marketing officer, characterized 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 also help them tap into the brand’s network of suppliers and products. The portal will also offer training resources, best practices guides and other options to maximize visibility with The Home Depot. Creator partners may also receive special perks and product gifts.
The retailer is taking advantage of its customers’ affinity for sports with soccer-oriented content in advance of the World Cup, which will be played in the U.S., Mexico and Canada in 2026. Content includes tips on making a backyard more soccer-friendly for neighborhood games and renovating for outdoor viewing parties.
Earlier this year, Lowe’s launched what it billed as the first home improvement creator network. The platform had more than 17,000 creators enrolled during its beta launch. At the time of its official launch, the company had also forged a partnership with Mr. Beast, which included a creator-curated dedicated storefront on the brand’s website. Lowe’s is also serving as the exclusive building partner of the second season of the “Beast Games” series.
