Hoping to appeal to those who are interested in DIY projects and room makeovers, Lowe's created a fun series of Instagram Stories.
In the true spirit of a home improvement retailer, Lowe's found a way to "hack" Instagram Stories by creating and transforming a vertical room that perfectly fits the dimensions of one's mobile phone. In total, 64 micro-videos were created that could be tapped through quickly, taking up no more than 35 seconds collectively.
Throughout the Instagram Story, from @Loweshomeimprovement, Instagram users were invited to tap to transform the space and then finally, swipe up to find out more details on how they could start similar makeovers of their own at home. This creative campaign from Lowe's was born out of a creative hackathon held by the Facebook Creative Shop.
Mobile Room Makeovers
Lowe's Hacked Instagram Stories by Transforming a Small-Scale Vertical Room
Trend Themes
1. Vertical Room Hacks - Opportunity to develop creative content campaigns that are tailored to mobile viewing platforms using vertical rooms.
2. Micro-video Content - Opportunity to create engaging content by breaking down longer narratives into shorter, vertical, and easily consumable micro-videos.
3. Gamified Interactive Ads - Opportunity to integrate interactive elements into ads by gamifying the content and providing users with control over the viewing experience.
Industry Implications
1. Home Improvement Retailers - Opportunity to utilize creative hacks and gamification techniques to engage with consumers on mobile viewing platforms.
2. Social Media Platforms - Opportunity to provide marketers with new and innovative ways to use vertical video content and interactive advertising to engage with audiences.
3. Digital Marketing Agencies - Opportunity to work with clients to develop innovative mobile campaigns using vertical room hacks, micro-video content, and gamified interactive ads.