Lowe’s Home Improvement: Vines in the real world: making the digital analogue 

This case study describes how Lowe's Home Improvement, the second-largest home improvement retailer in the USA, created analogue versions of its famous digital Vines to launch its first Manhattan store.

Lowe's Home Improvement: Vines in the real world: making the digital analogue

Emily Viola

Campaign details

Brand owner: Lowe's Companies, Inc.Lead agency: BBDO New YorkBrand: Lowe's Home ImprovementCountry: USAIndustry: Retail, home improvementChannels used: Earned media, buzz, Events & experiential, Word of mouth, advocacyMedia budget: Up to $500k

Executive Summary

Lowe's, the second largest home improvement retailer in the US, was launching in Manhattan. But would a city with over 1,200 hardware, paint and appliance stores and two Home Depots even notice our arrival? To open with...

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