With millions of Americans on varying degrees of lockdown for the past few months, home improvement stores such as Lowe’s have been in high demand as consumers pursue house projects. In the spring, one of the retailer’s biggest selling seasons, Lowe’s took an emotional approach with ads declaring “home is what unites us,” as part of a media buy that included the National Football League's virtual draft. Now, ahead of fall home renovations, the retailer is taking a more practical approach by spotlighting the satisfaction that comes with completing an upgrade.
The campaign takes cues from “before and after” shows on networks such as HGTV, says Marisa Thalberg, who joined Mooresville, N.C.-based Lowe’s as executive VP, chief brand and marketing officer earlier this year. The shows typically don't show people living in their redone spaces, which inspried Lowe's to use its ads to spotlight the delight in the gratification of a completed project, she says, noting that viewers of the TV programs are "always left a little unsatisfied with what happens after the 'after.' "