Lowe's launches new spring social campaign with six Vine videos on Twitter via BBDO New York
Lowe's Fix in Six video campaign via BBDO NY is the company's first initiative to inspire consumers on Vine, an emerging new media that allows users to create and share six-second, looping videos.
The campaign features a set of 12 abbreviated videos, highlighting clever tips, ranging from how to organize a cleaning closet to preventing a sticky mess while eating a popsicle.
The six-second films were created within Vine's platform, remaining authentic to the emerging technology, and promoted across the company's multiple social platforms, including Facebook and Twitter with the hashtag #lowesfixinsix.
Says Tom Lamb Lowe's chief marketing officer: "We are pioneering technology to reach consumers in new ways, providing content across multiple platforms to inspire and inform through a dynamic digital creative rotation. By allowing consumers to engage with Lowe's on their terms, we provide the opportunity to take part in the inherent hope of spring and the feeling of personal satisfaction people receive when they improve their homes."
In addition to the launch of Lowe's Vine presence, consumers will be able to engage with Lowe's through other new social and digital initiatives this spring, including:
- "Now's the Time" Facebook application, which allows Lowe's Facebook fans to sign up to receive weekly tips for when to tackle spring-related projects, such as cleaning, preparation and beautification. The tips are delivered to the user through e-mail, Facebook notification or Twitter direct message. Additionally, geo-targeting efforts provide a localized, real-time weather feed with tips based on customers' current weather conditions.
- @Lowes Answers, a Twitter initiative designed to provide Lowe's followers with a personalized video response when they submit a Twitter question. Lowe's prompts followers to ask questions about getting their home and yard ready for spring using the hashtag #TimetoSpring. Within 48 hours, Lowe's produces a personalized video and tweets a response back to select questions with a link to the customized video content. Questions unanswered by a video receive a response from Lowe's via a text-only tweet with a link to a how-to article for more information
- 3 tips in 30 seconds campaign, a spring video series that provides viewers with quick "video snacks," that include the essential information consumers need to know for keeping their lawns green, preventing weeds and pests, planning their outdoor space and more.