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Lowe’s taps DIY inspiration to drive sales via mobile video

Lowe’s is leveraging a do-it-yourself expert with a large social following in a new mobile and online series that depicts ways to update a home and includes a landing page that congregates featured materials and tools available for purchase.

Fans of DIY and home décor will be able to gain tips and tricks to decorate their houses from expert Monica Mangin in a new series with short episodes that show home transformations taking place over one weekend. All tools and materials featured in the videos are available to purchase online from Lowe’s on the series’ landing page.

“After watching The Weekender, some viewers may feel inspired to tackle their own project but may not know where to start,” said Marci Grebstein, chief marketing officer at Lowe’s. “By creating a link that houses all the important information in one place like the projects that were done, the materials that were used, and step-by-step directions, we hope viewers will feel inspired and confident to take a step in their home improvement journey and make their space a place they truly enjoy.”

DIY marketing
The Weekender series features Ms. Mangin as she helps couples transform their homes in just one weekend. The videos are all under ten minutes and air on YouTube, Amazon Fire TV and Roku.

The episodes air once a week throughout the summer in a ten-part series. Viewers can learn how to decorate their homes with various features such as an outdoor patio, total renovation, kitchen updates and bathroom redos.

Each project is featured on the show’s dedicated Web page that lists every tactic showcased on the show. Users can click on them to read about more information regarding how to do it themselves and the products used and links to purchase.

For instance, one featured DIY is a concrete block bed and gives readers step-by-step instructions on how to build it themselves. At the top of the page, products such as Carpenter’s Level and a Rubber Mallet are listed and users can click to purchase them.

Video sales
Free People similarly drove sales of its athletic wear through a shoppable mobile video, advertised on social media along with a contest that taps partnerships with multiple health and fitness-related brands for giveaways (see more).

Shopping companion application shopkick also continued to evolve the mobile coupon space by introducing video viewing and receipt scanning, providing consumers with a wider range of methods to receive rewards while enabling retailers to enhance engagements (see more).

“The Weekender shows viewers that it’s possible to completely transform a space by doing affordable, realistic projects in a single weekend. We specifically named the show,” Ms. Grebstein said. “The Weekender, because we hope viewers will begin identifying as ‘Weekenders’ themselves, just as they might identify as ‘DIY-ers’.

“And when they are ready to tackle their weekend project, Lowe’s will be right there to help,” she said.