In April 2013 Lowe’s launched their extremely successful “Fix in Six” campaign on Vine. With Lowe’s being the second largest home improvement retailer in the world it seems appropriate that their Vine campaign is a variety of six second videos that gives tips for home improvement. Since the campaign began in 2013, Lowe’s has created and shared 115 vines that have generated over 65 million views.
“Fix in Six was hailed as a first-of-its-kind campaign. It was recognized by the press and users alike for bringing compelling content to a platform often associated with trivial curiosities. And today, Fix in Six is still going strong.”
Lowe’s is bang on when it comes to succeeding with content marketing. Research shows that today’s consumers prefer advertisement videos that are 30 seconds or less. In a world that is so fast paced, millennials find it difficult to focus or stay amused by an advertisement video that lasts longer than 30 seconds. What better way is there to keep the attention of consumers, while working with a large social media platform? Vine offers a platform of over 100 million users who fit within the target audience that Lowe’s is trying to attract. This campaign was create with a budget of $5000. All videos were made in-house using an iPhone and frame by frame video clips; creating not only a successful, but also a very cost efficient campaign.
Lowe’s is a leader when it comes to content marketing via social media. The company recently shared a new “Made in a Minute” video series using Facebook’s new 360 degree video feature that generated 4000 shares and 5.7 million views. They also began using Snapchat as a resource for sharing fun how-to’s called “In a Snap” with the intent to reach the younger millennials (aged 18-30). At the beginning of August when Instagram released their new Stories feature the company revamped their “In a Snap” tutorials to be shared there as well.
Lessons for Others
Lowe’s proves with the Fix in Six campaign that Vine is a great way to keep advertising campaigns cost efficient, fun, and educational all while creating a platform with the possibility of million of viewers. Other companies have also started having success using Vine for campaigns. Companies such as GAP, Urban Outfitters, USA Today, Ritz Crackers, and Rolling Stone have also used Vine and other social media platforms to create fun and educational advertisements to attract todays millennials.
Industry: Home Improvement
Name of Organization Contact: Robert Niblock
Authored by: Laura Girdler
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