Masterminded by creatives from BBDO NY, the project aims to use Instagram videos to help homeowners to think outside the box
DIY projects are an opportunity for creativity to shine, and Lowe's is leveraging the Instagram Story platform to showcase their ability to help consumers think outside the box with even the smallest spaces. The campaign, created by BBDO New York and born from a creative hackathon hosted by Facebook Creative Shop, shows the transformation of a vertical space via a series of 50+ microclips all less than a second long. The dizzying number of mini-videos creates an experience users aren’t used to seeing on IG Stories – they go by faster than your urge to tap, which is strangely satisfying in this tap-happy day and age, and adds a previously undiscovered ease to the Lowe’s DIY experience - transform a room without hardly lifting a finger.
The brevity of the clips also has the added benefit of being able to “Rewind.” Yes, users can always go backwards on IG Stories, but with such short videos, the user can tap back in tiny increments of time to see exactly the bit they just missed instead of needing to re-view a whole scene.
The result is a unique user experience that puts another fun spin on DIY projects with Lowe’s.
The first Story of the series went live on Wednesday, September 6, at 7pm EST.
Mike Sweeney, Senior Creative Director, BBDO New York
"We are always looking for new ways to create unique user experiences, and by discovering this never-before-seen hack of the Instagram Story platform, we were able to achieve an innovation parallel to the DIY “hacks” Lowe’s provides for its customers every day".
Derrick Wood, VP Brand, Content and Advertising, Lowe’s said
"Lowe’s is always exploring innovative and creative ways to engage with customers that are authentic to the social platform. With our new campaign on Instagram Stories, Lowe’s has developed an engaging, light-hearted approach to project videos; while showing how simple it can be to quickly change a small space into a more functional area. The simplicity of each project is matched by a quick swipe to more detailed instructions and to easily purchase the supplies needed to complete it."
Kay Hsu, Global Instagram Lead, Facebook Creative Shop commented:
“This campaign highlights the creative potential that Instagram Stories can hold for brands. Lowe’s cleverly leverages the full screen vertical format to demonstrate how narrow spaces can be easily transformed with a smart hack. The brand shows a deep understanding of Instagram Stories and how audiences interact with the format - automatically skipping ahead before the viewer even had a chance to do it themselves. The result? Lowe’s transforms boring, tight spaces into beautiful rooms that are Instagram-worthy”.