Lowe's #HyperMade: Re-invent "how to" at millennial speed
Summary
Lowe's Home Improvement wanted to create a greater connection with new Millennial homeowners. Looking at quantitative tracking data and qualitative in-depth videos conducted online, we realized that to engage Millennials with the Lowe's brand, we needed to give them relevant content on their terms. So we reinvented a staple of the DIY-world— the How To Video. Using Instagram and time-lapse video, we created a new kind of How-To video aimed at Millennials in snackable, sharable social videos for the Instagram Set. This "HyperMade" series inspires Millennial DIY-ers to take on simple...