Lowe's is again experimenting with new digital marketing strategies as it gears up for its prime spring selling season, rolling out two social initiatives today that play with native tools on Vine and Instagram. The creative breaks down home improvement projects, showing them from inspiration to completion in an effort to make projects seem more possible.
Short-form content has been at the forefront of Lowe's digital strategy this year with the "Fix in Six" Vine series that offers simple tips like using walnuts to remove scratches from wood. The campaign helped land Lowe's on Ad Age's 2014 Marketer A-List.
The new Vine series, called "How-To Tap Thru," builds on those six-second videos with the platform's tap-to-stop technology. It's used to break projects into steps viewers can pause, turning a quick video into a tutorial. It also allows Lowe's to tackle more complex projects and expand its content base.