- Lowes introduced two new digital marketing initiatives Dec. 11, both using native tools on Vine and Instagram.
- Videos on Vine detail the step-by-step construction of various home improvement projects, like building a bookshelf (shown below). Viewers can pause the content at each different step.
- Videos on Instagram use the platform's HyperLapse feature, speeding up the different stages of a project to focus on the finished product.
Lowe's has been at the forefront of this kind of helpful digital marketing this year with the launch of its "Fix in Six" video series on Vine, which offers users simple yet effective tips for home improvement. Becoming an expert on a topic—from building a bookshelf to removing scratches from wood—can only help the Lowe's brand; the company still trails behind Home Depot in the home improvement retail category.