Lowe’s Remodels Digital Strategy With Personalization

Lowe’s Home Improvement’s new campaign has a humorous twist with the new commercial titled “Unicorn”. The campaign where inanimate lawn ornaments come to life is aimed at engaging the mature target audience as well as the Millennials. Lowe’s Fix in Six social media series that introduces new easy to do tips in a looping format has engaged audiences on Social networks.

According to AdAge, Spring is also a busy time for home improvement projects—last year, 29 percent of Lowe’s USD 59.1 billion sales were generated in the second quarter.

“The campaign provides reasons to believe, proof points, about how Lowe’s demonstrates its passion around helping consumers bring their visions to life,” said Marci Grebstein, who joined Lowe’s as chief marketing officer last fall after stints at Food Lion and Staples.

Lowe’s Digital experience is personalized for lawn care with easy to do tips and tricks and personalized plan for the customers to tackle daily challenges with a step-by-step guide.

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“The ‘Make Your Home Happy’ campaign is a way for Lowe’s to communicate the different ways they go above and beyond to help people bring their home improvement visions or projects to life,” said Tim Bayne, executive creative director at BBDO New York. He noted that the marketing “allows us to inject some humor and personality that resonates with our emerging customers, without alienating our current customers.”

Sales for Home Improvement products are likely to increase by 4.4 percent and Lowe’s is expecting a sales growth of 6 percent this year.

Read more on AdAge.com

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