Lowe's: Fix in Six

This case study describes how Lowe's, the home improvement retailer, targeted hard-to-engage millennials around the world by creating and distributing how-to videos on Vine.

Lowe's: Fix in Six

Campaign details

Agency: BBDOBrand: Lowe'sAdvertiser: Lowe's

Summary

As the second-largest home improvement retailer in the world, Lowe's has spent years developing its reputation as a trusted resource for project know-how and inspiration. However, to replace the aging Baby Boomer population, we needed to find a way to bring Millennials into the fold — on their own terms.

Soon after Twitter released the Vine app in 2013, Lowe's launched the #LowesFixinSix campaign. We knew that the looping, six-second social videos would be an ideal way for us to help Millennials enter the...

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