Lowe’s builds a Creator Network to market tools and supplies
Lowe’s launched its Creator Network, a nationwide marketing initiative to share DIY and home-improvement content designed to drive purchases at Lowe’s for products ranging from paint to leafblowers.
The mass-market retailer partnered with MrBeast, who Lowe’s calls “the most-followed digital creator in the world.” Lowe’s and MrBeast created an ecommerce experience where fans of the YouTube star can shop his favorite materials and tools.
Lowe’s said its Creator Network “deepens Lowe’s connection with Millennial and Gen Z audiences, generations who turn to creators for inspiration, authenticity and trusted advice.”
“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. “We couldn’t be more excited to welcome MrBeast to our network along with other recognizable names like DadSocial and Chris Loves Julia. These are exciting names in the world of influencers and now they’ll be DIYing with Lowe’s across their social channels.”
Lowe’s said its Creator Network allows content creators to earn through competitive commissions and customizable storefronts linked directly to Lowes.com. Members also gain access to product samples, training resources and a range of opportunities to help grow their businesses and connect with their audiences. The group will meet at the annual Lowe’s Creator Summit.
“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. “With Lowe’s Creator Network, we’re committed to helping our creators grow and are empowering them to bring their dream projects to life. From training resources to product samples and self-serve storefronts, we’re giving creators the resources to produce content they know their audiences will want to see.”
More than 17,000 creators enrolled during the beta launch. The Lowe’s Creator Network is free to join.
