Melanie Babcock had a confession to make.

As Senior Director/Agile Marketing (Audience), Social Media, AdTech & Display at The Home Depot – the home-improvement retailer – Babcock is charged with crafting omnichannel media and content strategies that fuel demand.

The problem? What seemed like a promising campaign for boosting paint sales, she said, fell undeniably short of expectations. "I thought it was going to be the best thing ever," Babcock admitted at SXSW 2018.


Melanie Babcock, Senior Director/Agile Marketing (Audience), Social Media, AdTech & Display, The Home Depot

"And I got a zero dollar return."

The post-campaign analysis revealed that "we had too much paint" marketing in train at the same time, meaning a customer interested in acquiring a few cans of satin or semi-gloss ultimately was bombarded with messages. "So, now, I had to go out and re-score my model, and think differently about that customer." Babcock said.