Lowe’s
Spec
Do Everything Your Landlord Doesn’t
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 Insight
The Work
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.
Art Director: Sophie Vos on OOH
The Crew
Out of Home
〰️
Out of Home 〰️
Social
〰️
Social 〰️
Landlord Advice
The social approach for this campaign uses a cheeky tone to answer our audience’s questions regarding their maintenance needs. While also highlighting how their local Lowe’s has all they need to make the repair themselves.
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
〰️
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.