As friend empowering friend, the reader must believe Susan’s renovation was real. Susan launched her personal renovation dilemma through her column talking about her own confusion and identifying Home Depot as her friend to the rescue (a first!). Susan also announced an editorial contest to find Canada’s ugliest kitchen to renovate as well. The contest launched with pictures, videos uploaded to a microsite, and readers voting on the ugliest kitchen. Now Susan and her readers were into the renovation supported by Susan writing throughout the process.Susan’s kitchen was revealed in a 6-page editorial feature demonstrating Home Depot’s delivery of style. The Home Depot name blanketed the feature so branded ads weren’t required. Readers also chose their Ugliest Kitchen winner, whose Home Depot renovation would be a future editorial spread.Lastly, to make new friends, the makeover will be featured in sister publication, Style at Home (a crossover first!).

The impact was clear:• Kitchen sales increased over the previous year, and the cabinets featured are now a top seller.

• The contest entries poured in with a total of 384 entries and over 12,600 people voting to select Canada’s ugliest kitchen and much online debate over the final winning choice.• The winner’s renovation is also working overtime being featured on morning television in Calgary, assisting The Home Depot in defending market share from the latest entry of another competitor to the city.The power “between friends” is one that will forever drive a consumer connection and business results.