Lowe's Home Improvement: A night of Lowemance

Lowe's, a retail company, launched a campaign in the US to position itself as the home of possibility for millennials.

Situation Analysis

With pandemic restrictions in full effect, Valentine's Day 2021 was set to be one like no other. Strict social distancing measures meant that the playful spontaneity of romance was sidetracked in favor of more stark, practical issues. For couples, this meant that every aspect of their lives, whether that be dating or eating, had to be done at-home. Date nights were simply off the table.

Human interaction became limited to essential businesses like supermarkets and hardware stores, and socially distanced dates were restricted to walks in the park, so a hunger for new—but inherently safe—social experiences surged.

Paired...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands