While many brands continue to use Facebook and Twitter to try and broaden their social media presence, Lowes demonstrates the power of Vine with its new #LowesFixInSix campaign.
The #LowesFixInSix campaign consists of six-second home improvement tips shared via the social video platform Vine. Unlike other brand-produced Vines, the videos are meant to be useful and provide consumers with real tips that they can apply to everyday situations. What is particularly clever about the campaign is the use of stop-motion animation, which sets the videos apart from other branded content. The campaign was created by the ad agency BBDO and there are 12 short videos in total.
Although the home improvement Vines do not explicitly advertise Lowes' products, the clever videos emphasize the retailer's identity as a one-stop-shop for home products.
Social Home Improvement Tips
#LowesFixInSix Uses Vine to Share Short Home Improvement Videos
Trend Themes
1. Short-form Instructional Videos - Businesses can leverage stop-motion animation and short-form videos like #LowesFixInSix to provide consumers with useful instructional content that emphasizes their expertise in the field.
2. Creative Content on Social Media - Brands can focus on producing unique, creatively-edited videos that show off their products or services in an interesting way, without explicitly advertising them.
3. Building Community Through Social Media - Businesses can use social media platforms like Vine to build a sense of community among their customers - by sharing DIY tips and tricks, brands can encourage customers to engage with each other and share their own home improvement projects.
Industry Implications
1. Home Improvement Retail - Home improvement retailers like Lowes can use platforms like Vine to establish themselves as experts in their field while advertising to potential customers in creative and engaging ways.
2. DIY Content Creation - Creators in the DIY space can leverage stop-motion animation and short videos to share simple, easy-to-understand instructions for DIY projects, building communities as they share information.
3. Advertising and Marketing - Ad agencies and marketing professionals can use tools like Vine to develop creative content marketing campaigns that engage and educate audiences while promoting branding and messaging.