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.

Different platforms were used to deliver DIY messages in unique ways.

FlipSide

Flipside 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-Snap

Snapchat 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.

HyperMade

We 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 Vines

Live 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.

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.

FlipSide

1.4 million views and 5,000 “likes” in the first week, making it Lowe’s most cost effective social launch.

In-a-Snap

300,000 views

8700 follows

80% viewed each Snapchat story in its entirety.

HyperMade

The most popular series of social videos Lowe’s have produced.

Live Vines

1.2 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.

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.

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.