Lowe’s
Do Everything Your Landlord Doesn’t
The Meat of It
Lowe’s lowered its full-year sales outlook after customers spent less on do-it-yourself projects, causing its fiscal third-quarter sales to tumble nearly 13% year over year.
The Sauce
The disparity between income growth and housing expenses has created a barrier that impacts young millennials and older Gen Z. So, this campaign aims to inspire them to take charge of home maintenance and repair tasks when their landlords fall short.
Out of Home
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Out of Home 〰️
Social
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Social 〰️
Lowe’s will set up a pop-up booth in Chicago where people can record their "DIY Confessions" on camera, encouraging them to share funny stories about the time they had to fix something without their landlord's help.
We’ll encourage participants to share their videos on their social media. By using the hashtag #LandlordWhereAreYou, we will note the amount of people who’ve engaged with the activation. Lowe’s will then compile the best confessions and share them on their social media channels, to help promote tenants taking on their DIY projects when their landlord fails to.
DIY Confession Booth
Partnerships
Dad Advice From Bo is a beloved, wholesome content creator who offers his viewers a wealth of home repair guidance and everyday wisdom in a fatherly manner.
He can be a great partner for Lowe's campaign by working together to create content that ties Bo's insights and know-how to the idea that you can take on your DIY rental projects without your landlord.
Lowe’s x Dad Advice From Bo
Lowe's can team up with Mercury Stardust, a trans influencer that’s celebrated for her expertise in home improvement. Our collaboration involves collaborating on posts for social media as well as sponsoring her podcast, where Mercury answers listeners' questions regarding DIY home repair and renter’s rights.
With this partnership, Lowe’s will have a reputable face backing the campaign and a collaboration that promotes each other’s brands.
Lowe’s x Mercury Stardust
Activation
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Activation 〰️
The Corner Store
Your garbage disposal just broke, and you know your landlord won't be much help. You don't have time to take the bus all the way to the home improvement store across town. What do you do?
No bigger than your typical bus stop, Lowe’s will make it easier for city folk to get the quick supplies they need to take on their apartment’s DIY projects. Additionally, each corner store will have a representative to help answer their questions on fixing their apartment’s problems.