It’s all Vine all the time these days with marketers. But with good reason. The platform has wide reach, and it gives marketers a creative platform with which to work. Even if it is targeted to our increasingly ADD-addled society.
Working with BBDO New York, Lowe’s created a series of eight Vine videos which extend its ongoing “Fix in Six” campaign that is designed to offer quick, Hints From Heloise-style tips everyone can use around the house.
The effort contributes to positioning Lowe’s as a homeowner’s (or renter’s) go-to source for all things home improvement which, in turn, builds trust and contributes to long-term brand loyalty.
Many of the tips, collected under the hashtag #LowesFixInSix, are of the “wait, what? that works?” variety such as using walnuts to remove scratches from hardwood floors, using mayonnaise to remove nasty water stains from a table top, or using a cookie cutter and a hammer to more easily carve a pumpkin for Halloween
Past Lowe’s Vine work has won the brand and the agency a Bronze Cyber Lion at Cannes, a Silver Clio, Best in Show at the Mashies Awards and a 4As O’Toolebox Award. The company didn’t detail its production process this time, but the initial effort was launched for just $5,000 — it was filmed in-house with just an iPhone camera and no editing.
It’s early days in terms of metrics but, so far, each of the videos has a couple of hundred favorites with the pumpkin carving one approaching 900.
Simultaneously, Lowe’s is releasing a new Vine each day leading up to Black Friday, each highlighting a product that will be available at a discount price on the day after Thanksgiving. That effort is using the hashtag #lowesblackfriday.
In a New York Times article looking at retailers’ use of Vine, Lowe’s’ CMO Tom Lamb was quoted as saying the company is “really happy” with the performance of Vine. “Vine has recently started offering tracking metrics to contributors and we’re seeing over 17,000 hours of engagement just this year,” he said. “At six seconds per view, that’s a huge number.”
Lamb also praised short-form ads in general, saying a Vine video “forces you to have a sharp point and get to it quickly.”
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