Lowe's Letters to Home is a Wholesome Holiday Campaign
Ellen Smith — November 20, 2020 — Marketing
Lowe's 'Letters to Home' is a wholesome holiday campaign that's taking a different approach to its seasonal content. The holidays are an emotional time of year, and retailers often play into this with nostalgic, or family-friendly ads that promote messages of togetherness. Because the holidays look a little different this year, Lowe's campaign aims to encourage consumers to show gratitude to their homes.
The ads asked influencers and internet creators to write love letters thanking their homes for everything they've provided this year. In an interview with AdWeek, Lowe’s chief marketing officer Marisa Thalberg stated that there's “so much to consider about how important home has become to us, more so than ever before this year”.
Image Credit: Lowe's
The ads asked influencers and internet creators to write love letters thanking their homes for everything they've provided this year. In an interview with AdWeek, Lowe’s chief marketing officer Marisa Thalberg stated that there's “so much to consider about how important home has become to us, more so than ever before this year”.
Image Credit: Lowe's
Trend Themes
1. Gratitude Marketing - The 'Letters to Home' campaign by Lowe's taps into the trend of expressing gratitude, presenting opportunities for brands to create emotional connections with consumers.
2. Alternative Holiday Messaging - Lowe's takes a different approach to seasonal advertising by emphasizing the importance of home, opening space for other retailers to explore alternative holiday messaging that resonates with consumers.
3. Influencer Collaborations - Lowe's successful collaboration with influencers and internet creators showcases the potential for brands to leverage influencer marketing in their campaigns, allowing them to reach wider audiences and enhance brand authenticity.
Industry Implications
1. Home Improvement Retail - The 'Letters to Home' campaign by Lowe's highlights opportunities for the home improvement retail industry to capitalize on the emotional connection people have with their homes, going beyond traditional product-focused marketing.
2. Advertising and Marketing - Lowe's innovative holiday campaign exemplifies opportunities for the advertising and marketing industry to think outside the box and create campaigns that evoke emotional responses, while still promoting brand messages.
3. Influencer Marketing - The successful partnership between Lowe's and influencers demonstrates the potential for the influencer marketing industry to collaborate with brands in unique and engaging ways, driving higher brand awareness and customer engagement.
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