Lowe's Wants Your Ideas For Its Next How-To Vine Videos
Lowe's, already a hit on Vine, is looking to consumers for the next iteration of its "Fix in Six" series.
The home improvement retailer debuted as one of the first marketers on the Twitter platform last spring -- unveiling a series of clever six-second videos that tackled common home improvement issues. It's offered home improvement tips like how to remove a stripped screw, get rust off of knives and use pillowcases to organize sheets.
Now, Lowe's is asking consumers to weigh in with their own tips. The retailer plans to collect tips via Twitter and then assign the best of them to influential Vine users like Meagan Cignoli. Ms. Cignoli has already worked with Lowe's agency BBDO to shoot Vine videos for "Fix in Six," in addition to working with brands like Diet Coke, General Electric and Nike. She was also a finalist with two entries in the inaugural #6secfilms Vine contest at the Tribeca Film Festival.
Brad Walters, director-social media at Lowe's, said the new effort was inspired, in part, by the reaction the retailer got when it engaged with fans during March Madness. Encouraging fans to submit their own tips is a way to "further embrace the customer," he said.
Like the original "Fix in Six" videos the new series will likely crop up across social media platforms, as well as in paid ads, Mr. Walters said. Still, measurement is tricky. Vine doesn't allow brands to see the total number of views its videos receive, so marketers are left to discern popularity based on the number of likes, shares and "re-Vines."
"We would love to say, this is the number of eyeballs we get on Vine -- we do have access to that on other platforms like Facebook," Mr. Walters said.