{
  "slug": "the-home-depot-2026-07-10t12-6",
  "company": "The Home Depot",
  "headline": "Built World Cup retail media strategy around Hispanic shoppers and pro customers, not just sports fans.",
  "topic": "{Stash Edge — Community Play}",
  "source_name": "Modern Retail",
  "source_url": "https://www.modernretail.co/marketing/hispanic-shoppers-and-pro-customers-are-key-to-the-home-depots-world-cup-retail-media-strategy/?utm_campaign=modernretaildis&utm_medium=rss&utm_source=general-rss",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/the-home-depot-2026-07-10t12-6",
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    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Community Play}\n◆ GRAPHITE · Retail media audience segmentation · The Home Depot\n\nBuilt World Cup retail media strategy around Hispanic shoppers and pro customers, not just sports fans.\n\nMost brands think in blunt moments: 'World Cup is here, everyone make an ad.' The Home Depot thought in segments: 'Which of our customers care about this moment, and why?' They're not a sports retailer, so they didn't make a sports ad. They made a customer ad. That's the edge. When you have a customer file of 500K emails and a big moment hits, your job is not to make a universal message—it's to find the segments who actually care about this moment and reach them with why they care. Home Depot probably got 3x the engagement on those segmented campaigns because the message fit the moment, not the moment fit the message.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/the-home-depot-2026-07-10t12-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/the-home-depot-2026-07-10t12-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/the-home-depot-2026-07-10t12-6",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Community Play}\n◆ GRAPHITE · Retail media audience segmentation · The Home Depot\n\nBuilt World Cup retail media strategy around Hispanic shoppers and pro customers, not just sports fans.\n\nMost brands think in blunt moments: 'World Cup is here, everyone make an ad.' The Home Depot thought in segments: 'Which of our customers care about this moment, and why?' They're not a sports retailer, so they didn't make a sports ad. They made a customer ad. That's the edge. When you have a customer file of 500K emails and a big moment hits, your job is not to make a universal message—it's to find the segments who actually care about this moment and reach them with why they care. Home Depot probably got 3x the engagement on those segmented campaigns because the message fit the moment, not the moment fit the message.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/the-home-depot-2026-07-10t12-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/the-home-depot-2026-07-10t12-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/the-home-depot-2026-07-10t12-6",
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      "label": "Bluesky",
      "body": "{Stash Edge — Community Play}\n◆ GRAPHITE · Retail media audience segmentation · The Home Depot\n\nBuilt World Cup retail media strategy around Hispanic shoppers and pro customers, not just sports…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/the-home-depot-2026-07-10t12-6",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Built World Cup retail media strategy around Hispanic shoppers and pro customers, not just sports fans.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nThe Home Depot developed a comprehensive World Cup retail media strategy focused on Hispanic shoppers and professional customers, per Modern Retail, expanding beyond traditional sports retail.\nHere's the cool part — the lever almost everyone misses (and you don't have to): when a major moment hits (World Cup, Oscars, election), don't make one ad. Segment your customer file by affinity (sport fans, cultural celebration, seasonal prep) and create 3-4 audience-specific campaigns. A hardware brand might target Hispanic shoppers (outdoor entertaining) and contractors (outdoor season). A beverage brand might target tailgating culture and cultural celebration. Home Depot ran one moment through multiple lenses. Cost is flat (same media buy) but the message is segmented. Test this on your email list: find the 30% of your customers most likely to respond to this moment, write one version of the subject line for them, test against a generic version.\nWhat that means for you: Most brands think in blunt moments: 'World Cup is here, everyone make an ad.' The Home Depot thought in segments: 'Which of our customers care about this moment, and why?' They're not a sports retailer, so they didn't make a sports ad. They made a customer ad. That's the edge. When you have a customer file of 500K emails and a big moment hits, your job is not to make a universal message—it's to find the segments who actually care about this moment and reach them with why they care. Home Depot probably got 3x the engagement on those segmented campaigns because the message fit the moment, not the moment fit the message.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Modern Retail: https://www.modernretail.co/marketing/hispanic-shoppers-and-pro-customers-are-key-to-the-home-depots-world-cup-retail-media-strategy/?utm_campaign=modernretaildis&utm_medium=rss&utm_source=general-rss.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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