As media consumption on mobile devices has become a preferred activity – rather than a secondary one – our opportunities to produce branded content increase accordingly. Our audiences consume more media than ever before, and across an increasing variety of platforms and media types: video, audio, image, and text.

But as our opportunities to reach people increase, their attention spans decrease. The proliferation of mobile media limits our ability to get the undivided attention of our audience. This means that branded content needs to be simultaneously more compact and more compelling. Quite the tall order.

To elevate this already successful campaign, we upped the production and entertainment value, transforming the #LowesFixinSix Vines from simple, clever, practical demonstrations to stories that would have a greater focus on craft, including hand built sets, detailed models, visual effects and sound design.

We also worked with 8 well-known DIY influencers as part of the campaign. The home improvement tips were co-created with these influencers. They also helped to amplify distribution by sharing the Vines with their own large and loyal followings across multiple social media platforms.

Since #LowesFixinSix launched in 2013, consumers spent more than 17,000 hours with the brand on Vine, six seconds at a time. With the new campaign, it took just 2 weeks to reach as many views as the campaign had achieved in the previous 18 months. In total, consumers viewed the influencer Vines more than 4,985,679 times.

Results on Facebook and Twitter showed that people loved our new approach. Engagement rates on Facebook were twice as large – and on Twitter, engagement rates were three times as large – as compared against other Lowe’s content posted during the same time frame.