November 14, 2012
When Home Depot's public-relations and marketing teams sat down to talk about how to make the retailer's holiday marketing stand out in the social space, the discussion naturally turned to cats.
Yes, cats. "Everyone has elves, reindeer, Santa, but one of the biggest things followed in the social space is cats," said Trish Mueller, Home Depot's chief marketer. "When I shared this with our leadership team, our CEO got it immediately. We're very lucky we have one of the hippest CEOs out there."
And so was born Richard the Cat. Described as quick-witted and sarcastic, on his Tumblr page Richard says his family is "'how-to helpless' -- especially around the holidays." With that in mind, Richard will document his family's disasters for consumers' enjoyment during the holiday season. He'll also be tweeting @RichardTheCat and photo bombing customers posing with their Christmas trees at Home Depot's in-store Social Booth. There are also plans for Richard to pop up on Facebook, Pinterest, Instagram and Foursquare. Home Depot is working with Carrot Creative on the project.
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