Lowe's: Social Innovation Campaign [video]

Credits & Description:

Senior Creative Directors: Mike Sweeney/Molly Adler
Associate Creative Directors: Carolyn Davis/Matthew Page
Copywriter: Matthew Page
Art Director: Carolyn Davis

Agency: Bbdo
Brand: Lowes
Country: USA
Advertising Agency: Bbdo, New York
Copywriter: Adam Gothelf (Bbdo New York)
Copywriter: Dominick Baccollo (Bbdo New York)
Production Assistant: Jeff Reagan (Bbdo New York)
Creative Director: Kim Baskinger (Bbdo New York)
Art Director: Melissa Leake (Bbdo New York)
Art Director: Dominick Baccollo (Bbdo New York)
Account Team: Miranda Hardy (Bbdo New York)
Senior Creative Director: Molly Adler (Bbdo New York)
Producer: Andrew Osborne (Bbdo New York)
Chief Creative Officer: David Lubars (Bbdo Worldwide)
Senior Creative Director: Mike Sweeney (Bbdo New York)
Creative Technologist: Bear Collins (Bbdo New York)
Associate Creative Director / Art Director: Carolyn Davis (Bbdo New York)
Chief Creative Officer: Greg Hahn (Bbdo New York)
Executive Producer: Kristin Tomborello (Bbdo New York)
Account Team: Tyler Harris (Bbdo New York)
Account Team: Bob Estrada (Bbdo New York)
Director Of Integrated Production: David Rolfe (Bbdo New York)
Agency Producer: Mo Twine (Bbdo New York)
Copywriter: Thomas Oubre (Bbdo New York)
Account Team: Jim Reath (Bbdo New York)
Group Project Lead: Michael Gentile (Bbdo New York)
Senior Communications Planner: Nicole Landesman (Bbdo New York)
Executive Creative Director: Tim Bayne (Bbdo New York)
Director Of Social: Alex Marsh (Bbdo New York)
Group Planning Director: Emily Viola (Bbdo New York)
Account Team: Marlee Caine (Bbdo New York)
Associate Creative Director/Copywriter: Matthew Page (Bbdo New York)
Art Director: Ryan Wi (Bbdo New York)
Agency Producer: Whitney Husnik (Bbdo New York)
Account Team: Antoinette Del Rio (Bbdo New York)
Copywriter: Talon Gustafson (Bbdo New York)
Url: http://lowes-social-entry.com
Production Companies: Humble (In-A-Snap), Spaeth Design (Live Vines), 1stavemachine (Made in a Minute), Mpc (Flipside)
Synopsis:
Lowe’s is the second-largest home improvement retailer in the world.For years they’ve been seen as a trusted resource for project know-how and inspiration.As Millennials reach home buying age, it’s critical they start to see Lowe’s as experts too.So our objective was to be the brand Millennials most associate with home improvement know-how. And to inspire them to take on their own DIY projects.
Strategy:
The target audience is novice DIYers, mobile-first Millennials aged 22-35, who are still learning the ropes about home improvement.Because we know they’re not quite seeking us out just yet, it was important we went to them. But we had to do it in a way they’d appreciate and respect. Because there’s nothing worse than boring paid advertising interrupting your personal social viewing.We used the inherent opportunities and limitations of the different platforms to our advantage to create bespoke executions.
Execution:
Different platforms were used to deliver DIY messages in unique ways.FlipSideFlipside focused on home maintenance education. The top, upright half of the split screen showed the effects of neglecting your home, while the upside-down, bottom half demonstrated how to care for it.In-a-SnapSnapchat was used to inspire simple, home-refreshing projects. Each shot was designed so that, if the user tapped in the right place on screen, they push in a nail, cut wood, or chisel with their thumbs.HyperMadeWe used the hyperlapse feature on Instagram to showcase stylish furniture building projects. We showed the project from its beginning to its stunning completion in hyperspeed.Live VinesLive Vines were built right into the Lowe’s storefront to offer handy tips for people living in the neighborhood. The animatronic versions of our already-popular Fix in Six Vines could even be filmed and uploaded to the Vine digital platform.
Campaign Description:
The idea was to intercept Millennials on social media and in their neighborhood, with tailored executions.We decided the best way to position Lowe’s as DIY experts was with a string of how-to content. But not the dry, step-by-step kind you find on YouTube. These approaches would be surprising, entertaining, informative and inventive.So we created four revolutionary approaches:1.HyperMade. A fresh use of the hyperlapse feature on Instagram.2. In-a-Snap. A new approach to Snapchat that allows users to build with their thumbs.3. FlipSide. Taking advantage of Instagram’s locked screen by shooting upside down videos that force users to stop scrolling and flip their phones.4. Live Vines. Turning digital Vines into live animatronic ones with “like” buttons and loop counters and placing them on the streets.
Outcome:
Each social channel measures results differently. But the various findings prove that making innovative, entertaining and informative content for social media and other platforms has resulted in overwhelming approval from Millennials.FlipSide1.4 million views and 5,000 “likes” in the first week, making it Lowe’s most cost effective social launch.In-a-Snap300,000 views8700 follows80% viewed each Snapchat story in its entirety.HyperMadeThe most popular series of social videos Lowe’s have produced.Live Vines1.2 million saw them in person.13.7 million media impression in 10 days.30,000 people pressed the “like” buttons in real life.Hundreds of people shared them digitally.