The Home Depot + Roblox: Creating the DIYers of Tomorrow

Objective

Home Depot celebrated the 25th anniversary of its Kids Workshops program, a monthly in-store initiative where children build DIY home improvement projects. The brand sought to extend this core experience into the Roblox metaverse to engage a younger digital-native audience and demonstrate how hands-on home improvement education could translate to virtual spaces.

Solution

Home Depot created an activation within Roblox's Redcliff City in March 2024. Players could engage in virtual building activities, including grabbing a drill to construct a treehouse within the experience. Rather than imposing brand authentication, the campaign leveraged the authenticity of Home Depot's existing Kids Workshops program to create meaningful gameplay that aligned with the brand's identity and core mission of home improvement.

Results

The activation drew 7 million users to the experience, demonstrating substantial reach within Roblox's 66.1 million average daily active users.