This post comments on Lydia’s blogpost about Lowe’s social media marketing campaign.
Lydia cleverly identified Lowe’s campaign as one of few highly successful marketing efforts in the world of social media. Lowe’s, America’s second-largest chain of home improvement (DIY) stores, launched a number of so-called “Vines”, i.e. 6-second videos, that show smart lifehacks and cool tips on how to improve one’s house or apartment. The campaign was praised to the skies by both Lydia and the press. My personal favourite: a video about removing broken light bulbs using potatoes!
The fact that the campaign was so successful (and even more so from a business standpoint, as it only costs $5,000) is in my opinion due to the fact that Vines are mostly, and for some people exclusively, used for trivial and funny videos with absolutely no practical or functional value. Lowe’s changed this by providing something useful for this platform. Users embraced the new relevance of Vine videos. The 6-second clips are real life-lessons aimed at a generation Y, using social-media every day without having much experience in the DIY world.
Because the world of social media is so inter-connected, hashtags describing the campaign #LowesFixInSix quickly spread to other platforms such as Facebook and Twitter. Lowe’s campaign was ultimately successful in spreading brand awareness among those young and trendy customers, possibly an up-and-coming target segment for the company and the home improvement market.
I’d like to leave you with one last example of the genius of #LowesFixInSix here.
