Dive Brief:
- Lowe’s has launched what it bills as the first home improvement creator network in an effort to deepen the brand's connection with millennial and Gen Z audiences, per a press release.
- MrBeast is the first major name to join the effort, and the creator has curated a dedicated storefront on Lowe's website. The brand will serve as the exclusive building partner of the second season of the creator's “Beast Games” competition series.
- The Lowe’s Creator Network, which enrolled more than 17,000 creators during its beta launch, uses a multi-tiered system to connect with talent of all sizes. Lowe's plans to connect the new network to its retail media network in the future.
Dive Insight:
Lowe's is getting into the creator game at a time when the advertising market continues to shift to digital channels, especially toward social media and influencers. The new offering will allow creators to earn money through commission and customize storefronts and will provide access to products, training resources and other opportunities, including project funding and sponsorships.
“Creators aren't just making content. They're building businesses by taking on real projects and connecting with their communities through meaningful storytelling,” said Jonathan Stanley, Lowe's head of social and influencer marketing, in the press release.
The effort is intended to help Lowe's build relationships with the next generations of home improvers, especially the millennials and Gen Zers who rely on creators for inspiration and advice. The more than 17,000 creators that have already signed up include accounts DadSocial and Chris Loves Julia.
“Driving preference and engagement with the Lowe's brand by tapping into creators with varying levels of followers is a key priority for Lowe's as we look to gain relevance with younger generations while increasing digital engagement,” said Jen Wilson, chief marketing officer at Lowe's, in the press release.
The biggest name in the bunch is MrBeast, the most-followed YouTuber and third-most-followed creator on TikTok who crossed over into sponsorships, products and partnerships with brands. Along with a curated storefront, Lowe's will build BeastCity, the customized complex that houses contestants and anchors “Beast Games,” the competition show MrBeast hosts on Amazon Prime Video that has faced its share of controversy.
In addition to its current perks for creators, Lowe's teased future integrations with its retail media network that could connect influencers with its vendor partners. Retail media networks are increasingly turning to creators to meet the needs of marketers who utilize these ad offerings.
While Lowe's bills its new network as the first in the home improvement space, retailers including Walmart have run creator platforms for years. Meanwhile, agency holding companies have continued to invest in influencers, with Publicis acquiring both Influential and Captiv8 over the last year.
